Shoppers communication system and processes relating thereto

ABSTRACT

A communication system for a marketing area locates a light signal generating system and a master computer at a control center and delivers message bearing light signals over optical channels to predetermined subdivisions of the marketing area. Message relay units are provided on the shopping carts in the marketing area for transmitting audio and/or visual messages to the shopper. Among the visual messages transmitted are those which visually display a list of items available for purchase and or display in the marketing area, a graphics display of the marketing area and the merchandise display facilities therein, a video picture which is often of a product or item available for purchase in the marketing area and a traveling word message. 
     The relay units disclosed have a computer which operates under the control of the master computer, a signal receiving system and various message signal storage facilities as well as a message transmission system that includes a visual display device and an audio transmission device. Various computer controls are provided for shopper use, including controls that facilitate the recording of items destined for purchase by the shopper and which facilitate the generation of indicia on the graphics display indicative of the item locations in the marketing area and a control that changes the size and viewing mode of the graphics display of the marketing area. 
     Procedures for guiding the shoppers about the marketing area and for delivering the messages to the shoppers in the marketing area are also considered.

This invention relates to systems and processes for communicating withshoppers in marketing areas and includes processes for guiding anddelivering messages to shoppers in marketing areas, as well as tocertain apparatus combinations that may be used in such systems andprocesses.

BACKGROUND OF THE INVENTION

There are two basic communication problems which arise because of thenature of what may be called "supermarket" merchandising. The shoppingor marketing areas are vast and the number of items or products ondisplay and available for selection and purchase are numerous.

One problem is that of communicating to the shopper the actual locationof the items that are desired for purchase. That many of the items aredifficult to find by a shopper is a well known fact to anyone who hasfrequented a modern supermarket and encountered the numerous itemdisplays in the marketing area. The market managers usually resort tooverhead signs or displays that carry incomplete lists of availableitems with seemingly appropriate aisle designations. Such designationsare often out of date and are usually only general in nature.

The latest approach has been to supplement the use of such overheaddisplays with the use of placards or posters bearing item lists withdesignated locations. These posters are mounted on the shopping cartsused by the shoppers in carrying items that have been selected forpurchase. Again, however, the lists of items are usually incomplete andthe designated locations lack specificity. Also, they are often somounted on the shopping carts as to become obscured or covered by itemsthat have been selected for purchase and are being carried in theshopping carts.

Such attempts to solve the product location problem have been generallyunsatisfactory to both the shopper and the management of the market asis evident by the numerous request that are still made of supermarketpersonnel for the location of items.

The second problem of communication has to do with product advertisingat the point of product selection. Shelf space is limited in anymarketing area and the use of placards or posters at the points ofdisplay for the items offered for purchase, although used extensively,is unsatisfactory. The posters obscure the view of the products beingdisplayed, take up space and must frequently be so small in somemarketing areas as to be ineffective for their intended purpose. Ingeneral, the use of the posters and displays is limited by many storemanagers to product item specials that are frequently displayed in largequanities and usually located at the ends of the aisles for the shelveditems in the marketing area.

The lack of shelf and floor space for advertising has lead some productpurveyors to set up special displays at some store locations. In suchcases, television receivers and viewing screens for movie or slideprojectors have been strategically located in the marketing area asdisplays to gain product identity or to explain the use of a product.Such displays are usually set up in a special area within the marketingarea. Apart from this, the message being communicated is usually limitedto one product and frequently takes so much time to present as toprecipitate buyer disinterest. Furthermore, the space available forshopper viewing in such instances is usually limited and the costs forcommunicating the message to each buyer are excessive by marketstandards.

Other attempts to solve the advertising problem at the point of productselection have involved the use of loud speakers which are fedprerecorded messages about the displayed item. In other cases, visualdisplays have been used at the point of product selection and whichinvolve the use of traveling word messages about the products.

SUMMARY OF THE INVENTION

The invention has various aspects but is based on providing a shopperwith a message relay unit that includes a computer controlled visualdisplay device which is used in communicating with the shopper in themarketing area. The relay unit may be simply carried around themarketing area by and on the person of the shopper. On the other hand,in the preferred practice of the invention, the relay unit is mountedand transported about the marketing area on a shopping cart used by theshopper.

In accord with certain aspects of the invention, the communicationsystem has a signal generating system which is isolated from the messagerelay units and which is provided for generating message bearing signalsthat are receivable by the relay units. Under such circumstances, eachunit has a signal receiver system and a message transmission system thatincludes a computer controlled visual display device for transmittingvisually displayable messages.

Certain aspects of the invention have to do with providing a visuallydisplayable message bearing signal with a data component that includes avisually displayable message such as contained in a list of displayeditems that are available for purchase in the marketing area, a graphicsdisplay of the marketing area and the merchandising display facilitiesused therein, a video picture of a fixed or moving product that isavailable for purchase and on display in the marketing area, and/or atraveling word message, an audio message being also contemplated fortransmission, if desired, and either with or without the transmission ofa visually displayable message.

In accord with certain aspects of the invention, provisions are made forthe shopper to control the viewing of the list of displayed items and toselect items on the list. This results in the appearance of indicia thatis indicative of the selected items during a subsequent display of agraphics display of the marketing area and serves to inform the shopperof the location of such items therein. Other aspects, permit the shopperto control the size of the marketing area represented by the graphicsdisplay, thus enabling the shopper to limit the area shown on thegraphics display to that in the proximate area of the shopper.

Still other aspects of the invention have to do with the generation anddelivery of the message bearing signals to the marketing areas, theinvention here emphasizing the use of light signal generators and thedelivery of the signals to the marketing area through the use of anoptical channel network. Certain process aspects of the inventioninvolve communicating with the shopper in a marketing area in order toguide the shopper in seeking items that are on display and available forselection by the shopper in the marketing area.

The generation on the visual display device of a list of items which areavailable for purchase and on display in the marketing area iscontemplated in accord with certain of these process aspects. In accordwith other process aspects, the generation of certain indicia on thedisplay device and which are indicative of the locations in themarketing area of the items on the list is contemplated while the itemson the list are being generated thereon.

With the shopper guiding thoughts in mind, certain process aspects ofthe invention contemplate the generation on the display device of agraphics display of the marketing area and which illustrated the floorplan of the marketing area and the layout of the merchandise displayfacilities thereon. Still other procedural aspects contemplate thegeneration of indicia on the visual display while the graphics displayof the marketing area is being generated thereon, the indicia in suchcases being associated with items available for selection in themarketing area and so located in the marketing area depicted by thegraphics display as to be indicative therein of the locations thereof.Yet other process aspect contemplate the generation of indicia on thevisual display while the graphics display of the marketing area is beinggenerated thereon, the indicia in this instance being so located inrelation to the marketing area depicted by the graphics display as to beindicative therein of the location of the shopping cart on which thevisual display is mounted.

Other procedural aspects of the invention contemplate shopper selectionof items on the list when the list is being generated on the visualdisplay. Each selection involves a switching step that is accomplishedby the shopper and thereafter results in the generation of indicia whichis so located in the marketing area depicted by the graphics displayduring its subsequent generation on the visual display device as to beindicative of the location in the marketing area of the selected item.Still another procedural aspect with a view to guiding the shopper inthe shopping area involves the generation on the visual display deviceof a graphics display which depicts a local area of the marketing areawhich is proximate to the location of the shopping cart therein and allin contrast to the depiction of the total or substantially entiremarketing area. Other procedural aspects contemplate switching betweensteps which generate the graphics display of the total marketing areaand those which generate the graphics display of a local subdivisionthoeof.

Other process aspects of the invention have to do with communicatingwith the shopper with the view to promoting product items that are ondisplay and available for purchase in the marketing area. Hereprovisions are made for passing the message bearing signals into apredetermined zone in which they are detectable by the relay units andwhereat the message is thereby transmitted at the point of productselection. Certain aspects of the invention here have to do with thegeneration of the message bearing signals as light signals and with thepassing of such light signals into the predetermined zones.

These and other aspects of the invention will be evident from the moredetailed disclosure which follows.

BRIEF DESCRIPTION OF VIEWS OF DRAWINGS

The novel features which are believed to be characteristic of thisinvention are set forth with particularity in the appended claims. Theinvention, itself, however, both as to its organization and method ofoperation, together with further objects and advantages thereof, maybest be understood by reference to the following description taken inconnection with the accompanying drawings, wherein:

FIG. 1 schematically depicts an embodiment of the invention andgenerally shows the relation of the components of the communicationsystem that are located at the control center to the components of thesystem that are located in the marketing area, the system depicted beinga preferred embodiment wherein the message relay units of thecommunication system are mounted on respective shopping carts that areused in the marketing area;

FIG. 2 schematically depicts the control center facilities and thesignal distribution system of the preferred embodiment of thecommunication system shown in FIG. 1;

FIG. 3 schematically depicts a message relay unit of the communicationsystem of FIG. 1, the unit being show in FIGS. 8-10;

FIG. 4 schematically depicts a signal generating cycle used in thecommunication system of FIG. 1;

FIG. 4A schematically depicts the time slot in the cycle of FIG. 4 whichis devoted to the generation of the sync signal;

FIG. 4B schematically depicts the time slots in the cycle of FIG. 4which are devoted to the generation of the cart finder signals.

FIG. 4C schematically depicts the time slots in the cycle of FIG. 4which are devoted to the generation of the cart location signals;

FIG. 4D schematically depicts the time slots in the cycle of FIG. 4which are devoted to shopping list signal, the graphics design signal,and one each of the video picture, traveling message and audio messagesignals.

FIG. 5 diagrammatically depicts the floor plan and product merchandisingfacilities in the marketing or shopping area of a supermarket in whichthe communication system is installed;

FIG. 6 diagrammatically depicts an elevational view through themarketing area along the lines 6--6 of FIG. 5 and in which a displayshelf in depicted in vertical section together with certain supportcomponents for the network of optical channels, the optical projectionsfrom the terminal optics of each channel being illustrated in brokenlines.

FIG. 7 diagrammatically depicts an elevational view through themarketing area along the lines 7--7 of FIG. 6;

FIG. 7A is an enlarged sectional view taken generally along the line7A--7A of FIG. 7.

FIG. 7B is a sectional view taken generally along the line 7B--7B ofFIG. 7A.

FIG. 8 is a side elevational view of a fragment of a shopping cartshowing a message relay unit used in the communication system of FIG. 1as mounted on the handle thereof;

FIG. 9 is a top plan view of the message relay unit seen in FIG. 8 andas seen along the lines 9--9 therein;

FIG. 10 is an elevational view of the message relay unit and shoppingcart fragment seen in FIG. 8 and as seen along the lines 10--10 therein.

FIG. 11 diagrammatically depicts the floor plan and productmerchandising facilities in the marketing area seen in FIG. 5 andfurther depicts certain zones to which messages are transmitted andrelayed to the shopper plus a route that may be taken by a shopperthrough the marketing area during a visit to the marketing area;

FIG. 12 is a view of a fragment of the message relay unit along thelines 12--12 of FIG. 8, the view showing certain control keys and theviewing screen of the visual display device when one of the pages of alist of items available for purchase and on display in the marketingarea is seen on the screen;

FIG. 13 is a view of the fragment of the message relay unit seen in FIG.12 but showing the viewing screen of the visual display device when agraphics display depicting the floor plan and merchandising displayfacilities in the marketing area is seen on the screen, an indicia soappearing on the screen in relation to the floor plan and merchandisedisplay facilities depicted in the graphics display as to be inidicativeof the location of the shopping cart in the marketing area, and certainother indicia also so appearing on the screen in relation to the floorplan and merchandising display facilities depicted thereon as to beindicative of the locations in the marketing area of certain items onthe list contemplated in FIG. 12 that have been selected by the shopperfor location in the shopping area.

FIG. 14 is a view of the fragment of the message relay unit seen in FIG.13 but showing the viewing screen of the visual display device with theindicia indicative of the shopping cart centered in the screen and thegraphics display depicting the floor plan and merchandising displayfacilites in the marketing area as enlarged and offset to limit thedepicted marketing area in the display to an area proximate to theshopping cart, the enlarged view being at a location for the shoppingcart depicted in FIG. 11.

FIGS. 15 thru 19 are views of the fragment of the message relay unit asseen in FIG. 13 and show the viewing screen of the visual display deviceunder the local or proximate area viewing which is depicted in FIG. 14,the views in the Figs. depicting the viewing screen at successive stopsalong the route depicted in FIG. 11.

DETAILED DESCRIPTION OF INVENTION

The invention will be best understood by first referring to thepreferred embodiment shown in the drawings.

FIG. 1

Reference is now made to the drawings and more particularly to FIG. 1.Here, a system for communicating with shoppers is generally designatedat 22. In an area control center 23, it includes a computer 24 and alight signal generating system 25 that is controlled by the computer 24for generating message bearing signals for delivery to the marketingarea. The system 22 has a signal delivery system 26 which is connectedwith the generating system 25 and which is used for passing thegenerated signals to a marketing area that is generally designated at 33in FIG. 1 and show in greated detail in FIG. 5.

The communication system 22 also includes a plurality of message relayunits 27. These units 27 are preferably mounted on and fixed to therespective shopping carts 28 which are furnished shoppers for use incarrying items selected for purchase about the marketing area 33.Alternatively, the relay units 27 may be simply supported on theshopping carts during use of the shopping cart in the marketing area 33and then removed from the carts as their item carrying function ends atthe check out counter. The invention in its broader aspects alsocontemplates that the relay units may be simply carried around themarketing area on the person of the shopper, if desired, but thegreatest benefits are derived if the relay units are supported ormounted on the carts in a convient place for viewing when in use, aswill be more evident subsequently.

The control center 23 is separated or isolated from the message relayunits 27 and is provided with a suitable message file storage facility29. Upon demand these message files are addressable by the computer 24,a signal with the message bearing data component from a file beingpassed under the control of the computer 24 via an input/output system39 and an amplifier 58 to the signal generating system 25. At theamplifier 58, the signal receives a codified marketing area addresscomponent from an encoder 34. This codified address component is decodedby the signal generating system 25 and used in generating and deliveringthe message bearing signal as a light signal to its proper addressdestination in the marketing area. Similar address components areprovided all signals that are passed to the signal generating system 25,as will be seen.

The center 23 also has a direct access disk storage unit 30 and akeyboard 31. The keyboard and disk storage are used, among other things,in initiating operation of the system 22, providing file and marketingarea addresses for the various message bearing files that are stored inthe storage facilities 29, and in modifying program and data files asthe needs arise. For example, they are used to provide and update themarketing area addresses in a Signal Address Record File that isprovided to govern the signal addressing function of the encoder 34 andthus where the message bearing light signals are sent.

A modem 32 is provided for connection with a district control center(not shown) but which may be a command center for the control of severalcommunication systems like that being described herein and which arelocated at different stores or marketing areas. Through use of themodem, the command center may provide the system 22 with new messagebearing files and delete message bearing files in the storage facilities29, as well as update and/or modifying programs and/or data filescurrently in storage and in use by the system 22.

FIG. 2

The components of the communication system 22 which are located at thecontrol center 23 and the signal delivery system 26 are shown in greaterdetail in FIG. 2. Here, the computer 24 is seen as including the centralprocessing unit (CPU) 35, registers 36 and a main memory 37 which areall interconnected by a suitable bus system 38 and further connected tothe input/output system 39 for the computer by another bus system 40.

The message file storage facilities 29 include a shopping list filestorage 41, a graphics display file storage 42, a video display filestorage 43, a traveling message file storage 44 and an audio messagefile storage 45. Each storage facility is a multi-access facility anddata is passed between the input/output system 39 and the file storages41, 42,43,44, and 45 by means of leads designated at 46, 47, 48, 49 and50. It will be appreciated that one or more of the file storages may becombined in a single unit and that each unit, by preference, has amultiple address system.

The keyboard 31, disk storage unit 30 and modem 32 are connected to theinput/output system 39 by leads 51, 52 and 53 while the sequencer 54 isconnected to the input/output system 39 by lead 55. The encoder 34 isconnected for the reception of control signals from the computerinput/output system 39 by lead 68 and to the amplifier 58 via lead 59,the amplifier 58 being connected to an output of the input/output systemby lead 56 and to the channel selector circuit network 62 by lead 57.

The light signal delivery system 26 includes a network 60 of opticalchannels 61 which comprise optical fibers 78. Each fiber 78 is opticallyconnected to a light emitting diode of the signal generating system 25.In the marketing area 33, these fibers 78 are offset and overlie thefloor of the marketing area 33, as will be more evident from asubsequent consideration of FIGS. 6 and 7. The arrangement is such thateach fiber 78 forms a component of an optical channel 61 that isarranged to transmit signals between the generating system and apredetermined subdivision of the marketing area. Each channel is thusarranged to service a predetermined subdivision of the marketing areaand serves to pass or deliver the light signals it receives from thegenerating system 25 to a predetermined subdivision in the marketingarea and with which it is obviously associated. Each channel 61 is alsocapable of receiving a light signal that is generated by a relay unit inthe subdivision serviced by the channel and of returning the thusgenerated light signal, with the aid of an auxiliary light channel, tothe area control center 23, as will be subsequently seen.

Any signal handled by the system 22 may be delivered to any one or moreof the subdivisions serviced by the optical channel network 60 in themarketing area 33. As a signal from one of the storage files is beingdelivered to the light signal generating system 25, it passes via lead56 to the amplifier 58 and the amplified signal is then passes via lead57 to the channel selector circuit network 62 of the light signalgenerating system 25.

Computer 24 has a Signal Address Record File that is copied into mainmemory 37 from disk storage unit 30 when operation of the system 22 isinitiated. As a message bearing signal is about to be delivered to theamplifier 58, the Signal Address Record File copy in main memory 37 isaddressed by the computer operation to determine the subdivision addressor addresses to which the signal is destined for delivery. Based on thisinformation, a signal is sent from the computer 24 by lead 68 to theencoder 34 and the encoder 34 generates a codified component bearing thedestination subdivision addresses for the signal. This address bearingcomponent is delivered via lead 59 to the amplifier 58 for amplificationand passes via lead 57 to the signal generating system 25 and as acomponent which leads the signal in time of delivery to the lightgenerating system 25.

After the electronic signal has been passed via the amplifier 58 to thechannel selector circuit network 62, the operating program for thecomputer 24 passes a signal to the encoder 34 over lead 68. The encoder34 responds to this signal by generating a reset signal that is thenpassed via lead 59 to amplifier 58 and therefrom via lead 57 to thechannel selector circuit network 62 as a signal component which trailsthe electronic signal in time of delivery to the channel selectornetwork 62.

The signal generating system 25 includes a network 62 of channelselector circuits and an array 63 of light emitting diodes that areoptically connected to the respective optical channels 61 of the signaldelivery system 26. Each address provided by the encoder 34 represents asubdivision in the marketing area that is serviced by one of the lightchannels 61, as will be more evident from a consideration below of FIGS.5-7. Each subdivision address in the marketing area is associated with aspecific circuit in the channel selector circuit network 62 and which,upon being enabled and rendered operational, is capable of beingenergized to light a light emitting diode that is also associated withthe address. The diode is optically connected to a specific lightchannel that is similarly associated with the address and services oneof the subdivision in the marketing area 33. As such, each address isassociated with a specific circuit in the selector network 62, with aspecific diode in the array 63, with a specific light channel 61 in thenetwork 60 and with a specific subdivision in the marketing area.

In the cyclic operation of the signal generating process, the addressedelectronic signal is passed via lead 57 to the signal generating system25. Although other systems may be used, the generating system 25depicted is a light generating system which generates light signalsunder the control of the master computer 24 and which are based on theelectronic signal that is delivered to it from the amplifier 58 duringthe interval between the leading and trailing electronic components thatare added through the operation of the encoder to enable and reset thecircuit selectors in the network 62.

As will be more evident subsequently, the operation of the computer 24is such that the coded addresses for the electronic signal precedes thedata component of the signal as it is being delivered to the system 25.At the channel selector circuit network 62, the coded component servesto select and enable those circuits of the network 62 which upon beingenergized will energize those light emitting diodes of the array 63 thatare associated with the subdivision destination addresses in themarketing area. These diodes are optically connected to the opticalchannels 61 that service the subdivisions contemplated by the codecomponent. Thereafter, as the electronic data component of the signalarrives at the network 62, the thus selected circuits of the network 62are energized in accord with the data provided by the message bearingdata component to generate a light signal which is commensurate with thedata fed to the enabled circuits. The diodes associated with theselected circuits are thus energized and the light signal thus generatedis passed via the optical channels 61 connected thereto to each of theselected subdivisions in the marketing area 33.

As will be seen subsequently, each of the relay units 27 is capable ofgenerating a light signal which is picked up and returned by the opticalchannel that is serving the subdivision of the marketing area 33 inwhich the relay unit is then located. This light signal is used todetermine the location of the shopping cart in the shopping area. Thisis done by detecting the light channel 61 over which the signal isreturned to the area control center 23 and by generating the address(x,y coordinates) of the subdivision served by the light channel 61.This all happens during a time slot or frame devoted to ascertaining thelocation in the marketing area of the shopping cart and the particularrelay unit mounted thereon.

This detection is all done by a detector/generator circuit 64 whichprovides a means remote from the message relay unites 27 for detectingthe light signals that are generated by the signal generating circuitsof the relay units 27 and for generating data signals which areindicative of the subdivision addresses (x,y coordinates) of the unitsin the marketing area at the time the light signals are generated.

As seen in FIG. 2, the circuit 64 is optically connected to a network 69of auxiliary light channels 65 which are tapped into the respectiveoptical channels 61 of the signal deliver system 26. When a returnsignal reaches one of the taps 66, it is shunted by the optical tap 66over the auxiliary light channel 65 associated with the tap and thereturning optical channel 61 to the detector/generator circuit 64. Here,the circuit 64 generates data, preferable in binary code, whichrepresents the x,y coordinates of the subdivision serviced by theoptical channel 61 that delivered the return signal from the marketingarea 33. These data are passed by lead 67 to the computer input/outputsystem 39 and where, during each operating cycle of the system 22, thedata are recorded in and used to update the recorded location of thecart in a Carts Location Data File that is copied into main memory 37from the disk storage 30 when operation of the system 22 is initiated.

The data in the Carts Location Data File is used in accord with theoperating program for the computer to maintain an updated location filefor all carts in the marketing area. These data coordinates are alsopassed via lead 56 to the amplifier 58 and therefrom via lead 57 to thesignal generator 25 during each operating cycle for redistribution tothe respective shopping cart mounted units 27 in the marketing area. Aswill be seen, when received, the data coordinates are used for updatinga Cart Location Data Record that is maintained in each unit's computermemory.

FIG. 3

FIG. 3 illustrates the various circuit components of the message relayunit 70 seen in FIGS. 8-10. Each of the relay units 27 (FIG. 1) is likethe other units in the communication system except that the sequencerfor each unit is tailored to only pass certain signals during certaintime slots that are dedicated solely to the unit of which the sequenceris a component, as will be subsequent seen.

The message relay unit 70 illustrated in FIG. 3 includes a messagetransmission system 71 for transmitting visually displayable messagescontained in the data of certain signals receivable by the unit. Thesystem 71 includes a visual display device 72 (FIG. 10) which ispreferably of the liquid crystal type in the illustrated embodiment. Ithas a viewing screen 77 (FIG. 10) and a control circuit 73 (FIG. 3) thatoperates under the control of a computer 74 component of the unit.

The transmission system 71 in the embodiment illustrated is alsoequipped with a loud speaker or audio transmission device 75 (FIG. 10).This device 75 also has a control circuit 76 (FIG. 3) for controllingthe loud speaker 75 and which also operates under the control of thecomputer 74.

The computer 74 is connected with the control circuits 73 and 76 throughits input/output system 79 and has a central processing unit 80,registers 81 and a main memory 82 that are interconnected by a suitablebus system 83 arrangement and connected with the input/output system 79by another bus system 84.

The unit 70 has a signal receiver system 85 for receiving light signalsthat are generated by the generating system 25 at the control center 23.This receiver system 85 includes an input diode 87 that is responsive tolight in the wave length range of that generated by the diodes of thearray 63 and which is delivered by the signal delivery system 26 intothe marketing area 33 by the optical channels associated therewith. Thediode 87, in response to the reception of a light signal detectedthereby, generates an electrical output that is fed by a lead 88 to anamplifier 89. The output of the amplifier 89 is, in turn, passed to asequencer 90 via a lead 91.

The sequencer 90, as indicated previously and as will be more evidentsubsequently, serves to discriminate between those signals meant forreception by the relay unit 70 and those signals meant only forreception by another of the relay units 27. In any event, light signalspicked up by the input diode 85 that are meant for reception by therelay unit 70 pass the sequencer 90 and via lead 92 are delivered to theinput/output system 79 for the computer 74 for appropriate distributionin accord with the operating program. On the other hand, light signalspicked up by the input diode 85 which are only meant for reception byanother one of the relay units 27 are blocked by the sequencer operationfrom passing to lead 92 or elsewhere in the relay unit ciruitry. Thiswill be more apparent upon subsequent consideration of the signalgeneration cycle depicted in FIG. 4.

Power for the various devices of the unit is provided by a power supply94 with appropriate d.c. outputs 95. The supply 94 is connected by lead96 to an array 97 of solar cells (FIG. 9) that are located at the top ofthe unit 70. The cells of this array 97, by exposure to appropriatelighting in the marketing area 33, serve to recharge and maintain thepower supply 94. An output 98 from the supply 94 is passed to aninverter 99 for rectification and delivered via lead 100 to thetransmission system 71 so as to provide power for the visual displaycontrol circuit 73.

For control purposes, the power supply 94 is connected with the computer74 through the input/output system 79 via a lead 101, and theinput/output system of the computer 74 is connected with computercontroller circuits 103 via another lead 102. When the relay unit 70 isoperational and the on/off switch 104 of the controller circuits 103 isdepressed, the computer 74 is controlled to pass a disabling signal vialead 101 to the power supply 94. This opens the circuits deliveringpower from the supply 94 to the various powered components of the unit70. Conversely, when the relay unit 70 is inoperative and the on/offswitch 104 is depressed, all components of the unit 70 powered by thesupply 94 including the computer 74 are energized and renderedoperational by connection therewith.

The message relay unit 70 has a signal generating circuit 106 forgenerating a light signal and in a predetermined time frame of theoperating cycle which is dedicated to and solely associated with theunit 70 and with the shopping cart on which the unit is mounted. Thecircuit 106 includes a light emitting diode 107 which is energized by asignal that is passed via a lead 110 from an amplifier designated at108. The amplifier 108 is connected with the computer 74 through theinput/output system 79 via lead 109.

As will be subsequently seen, upon receipt of a so-called cart findersignal in a time slot dedicated to the generation of a finder signal forthe relay unit 70 and shopping cart on which it is mounted, the computer74 of the unit 70 cause a pulse to be sent via lead 109 to the amplifier108. This pulse is amplified and passed via lead 110 to the output diode107 and which is, in turn, energized and caused to emit a light signal.This emitted light signal generated by the output diode 107 is picked upand transmitted to the control center 23 during the same time slot ofthe operating cycle as that in which the cart finder signal for the unit70 is generated. The emitted light signal is transmitted to the controlcenter 23 via the optical channel 61 serving the marketing areasubdivision in which the cart and unit 70 are located at the time thecart finder signal is generated and via the auxiliary light channel 65which is associated with the optical channel of the delivery system 26.

The reasons for generating cart finder signals and for providing asignal generating circuit 106 on each relay unit 27 are to provide ameans for maintaining and continuously updating the marketing areasubdivision addresses for the carts being used in the marketing area. Tothis end the address of each cart in use is recorded in the CartsLocation Data File that is maintained in the memory 37 of the controlcenter computer 24 during the operation of the system 22.

The address of each cart is also returned to the relay units 27 of thecart during the operating cycle, as will be subsequently seen, so as toupdate the specific location of the cart and its relay unit in the CartLocation Data Record of the computer memory. The record is addressedduring the generation of certain indicia associated with the visualdisplay presented by the unit, as will be further explained below.

The relay unit 70 also includes a video message storage facility 112that is connected with the computer 74 via the input/output system 79and a lead 113 for the passage of video display data therebetween.Storage facility 112 is provided to temporarily store data relating to avideo picture being viewed, the data being that used during the intervalbetween the receipt by the unit 70 of successive transmissions of lightsignals bearing increments of the video picture being viewed, suchtransmissions of the lights signals to the relay units being duringsuccessive operating cycles and preferably in the burst modes. Duringthe interval between successive transmissions, the data is fed to thecontrol circuit 73 via lead 113, input/output system 79 and then vialead 116 to the control circuit 73. Use of the storage facilities may,of course, be eliminated by using a main memory 82 with sufficientstorage capacity. However, such is generally considered uneconomicalwith currently available technology.

The relay unit 70 is also provided with a traveling message storagefacility 118. This facility 118 is connected with the computer 74 via alead 119 to the input/output system 79 and from there with the controlcircuit 73 of the visual display device 73 via lead 120. The facility118 is provided for the temporary storage of message data during theinterval between successive transmissions to the unit 70 of the lightsignals bearing the data as will be seen. Again, the facility 118 may beeliminated by providing sufficient computer memory 82 to accommodate thestorage requirement.

The relay unit 70 also has an audio message storage facility 122 whichis connected with the computer 74 via lead 123 to the input/outputsystem 79. The input/output system 79 is, in turn, connected to thecontrol circuit 76 for the loud speaker via lead 124. Signals bearing anaudio message are temporarily stored in facility 122 during the intervalbetween successive transmissions of the signal data to the unit and arepassed from the facility to the input/output system 79 via lead 123 andfrom there via lead 124 to the control circuit 76 of the speaker device75. Again this facility 122 may be eliminated by providing sufficentcapacity in the main memory 82 of the computer 74.

Certain process aspects of the invention contemplate the generation of alist 132 of items (FIG. 12) that are available for purchase and ondisplay in the marketing area on the visual display device 72. Althoughother formats may be used, the list 132 of items preferably comprises aplurality of pages that contain respective portions of the list ofitems, the page shown in FIG. 12 being designated at 134.

The computer controller or switching circuits 103 include a pagingcircuit (not show) and when switch 126 is depressed during a display ofthe list 132 (FIG. 12) on the screen 77 of the video display device 72,a signal is sent to the computer 74 via lead 102 which initiates a flowof data over lead 127 to the control circuit 73 and which results in thedisplay of the prior page of the list. Similarly, when switch 128 isdepressed during a display of the list 132 on the visual display device72, a signal is sent to the computer 74 via lead 102 which initiates aflow of data over lead 127 to the control circuit 73 resulting in thedisplay of the next page of the list.

It will be apparent that other approaches may be taken to viewing allportions of the list 132 of items. For example this may be accomplishedby using scrolling techniques commonly used in computer programs. Undersuch circumstances, depression of switches 126 and 128 may cause theviewed portion of the list to change by causing the list to scrollrespectively downwardly and upwardly on the viewing screen 77 andthereby to expose portions of the list for view on the screen 77 whichare closer to the beginning and end of the list, respectively.

Under the operating program for the system 22 as depicted in thepreferred embodiment, when a list of items is being displayed on thescreen 77, the control circuit 73 is controlled by the computer togenerate a pair of arrow heads 133 which are shown on the display devicein FIG. 12, and denote an item on the list 132 that is being visuallydisplayed thereon.

When the list 132 of items is being displayed on the screen 77,depression of switch 129 operates a controller circuit that sends asignal over line 102 which initiates a flow of data to the controlcircuit 73 over lead 127 and serves to move the arrow heads 133 towardthe top of the page and to the next item on the list which is above thatat the former position for the item denoting indicia 133. Similarly,switch 130 is provided for moving the item denoting arrow heads 133dowardly on the page. By depressing the switch 130 when the list 132 ofitems is being displayed, a flow of data from the computer to thecontrol circuit 73 is initiated over line 127 and which results inmovement of the arrow heads 133 toward the bottom of the page and to thenext item on the list which is below that at the former position for thearrow heads.

When a shopper has moved the arrow heads 133 to an item desired forlocation in the marketing area, the entry switch 131 is depressed. Thissends a signal via lead 102 to the computer input/output system 79 andwhere the computer in accord with the operating program addresses theProduct Location Record in memory 82 and copies the name of the itemindicated by the arrow heads 133 on the displayed list and thesubdivision address in the marketing area at which the indicated item ison display into a Selected Product Record that is also located in memory82. This Selected Product Record is maintained for subsequent use ingenerating indicia on the graphics display of the marketing area andwhich represents the relative location of these items in the marketingarea, as will be subsequently seen.

Although the embodiment illustrated shows the use of arrow heads toindicate the items on the list, it will be apparent that any suitableindicia that will perform the function would be suitable.

The shopping list is called up and displayed as soon as the on/offswitch 104 is depressed to energize the computer if the cart is in alocation where a signal from the control center is receivable. The listremains on the display device 72 for a predetermined time period(preferable 15 sec.) following the last use of one of the switches 126,128, 129, 130 and 131. Thereafter, the display device 72, under thecontrol of the computer 74 operating program, automatically starts todisplay the graphics display of the marketing area in the total areamode (FIG. 13) of operation. If recall of the list of items is desiredat any time, depression of the "Enter" switch 131 will signal thecomputer to terminate the display then being view on the display deviceand will initiate a flow of data from the computer over lead 127 to thecontrol circuit 73 which will control and cause the visual displaydevice 72 to display the list 132 of items (FIG. 12) as well as the itemdenoting arrow heads 133. The Selected Product Record is maintainedwhile the shopper remains in the marketing area but is erased as thecart and relay unit mounted thereon pass through the checkout counterand the unit is de-energized by depression of the on/off switch 104.

The graphics display when seen on the viewing screen 77 depicts, amongother things, the floor plan and merchandising display facilities in themarketing area 33 (FIG. 5). It also depicts in the embodiment, thecheckout and entrance and exit areas of the shopping or marketing area.Provisions are made for displaying the location of the shopper'sshopping cart in the displayed marketing area and also the locations ofany items that may have been made and recorded as a selection. There aretwo modes of operation in presenting the graphics display of themarketing area 33 in the embodiment under consideration. Under one modeof operation, the total marketing area 33, such as illustrated in FIG.13, is seen on the screen 77 of the display device 72. In the other modeof operation, only a local portion of the marketing area, i.e. in theproximity of the shopping cart, is seen on the screen 77 of the visualdisplay device 72, such as illustrated in FIGS. 14-19).

The data for the graphics display is stored in the computer memory 82 ofthe relay unit during normal operation of the system. When called for bythe operating program, the Graphics Display Data File in the computermemory 82 is addressed and the display data passed via the input/outputsystem 79 and lead 137 to a display size modifying circuit 136. Thiscircuit is only rendered operational if the local mode of operation iscalled for, and it serves to so modify the signal as to enlarge the viewof the displayed area on the screen. When the modifying circuit 136 isinoperative, the signal received by the circuit simply passes to theoutput of the modifying circuit "as is".

From the modifying circuit 136, the graphics display signal passes asthe output via lead 144 to a display offset circuit 142. This circuit142 is only operational when the local area mode of operation is in use.It serves to add data to the signal which provides indicia in thedisplay that is indicative of the shopping cart and its relativelocation in the marketing area. The data added also serves to center thedisplayed portion of the marketing area around the cart location. Whenthe display offset circuit 142 is inoperative, the signal received bythe circuit is unchanged and passed "as is" to the output.

From the display offset circuit 142, the graphics display data signalpasses as the output of the display offset circuit 142 via lead 152 to acart offset circuit 149. This circuit 149 is only operational when thetotal display mode is in use. It serves to add data to the signal whichprovides indicia in the display that is indicative of the cart and itsrelative location in the marketing area of the total area beingdisplayed. When inoperative, the signal received by the chart offsetcircuit 149 is unchanged and passed "as is" to the output of thecircuit.

From the cart offset circuit 149, the graphics display signal passes asthe output of the circuit via lead 153 to an item location signalgenerator 146. Here, data is added to the signal in both local and totalmodes of operation if an item selection has been previously made andrecorded in the Selected Product Record in memory 82. If no itemselection has been previously made and recorded in the Selected ProductRecord, the graphics display signal received by the location signalgenerator 146 is passed "as is" to the output of the circuit 146. In thelocal mode of operation, the circuit 146 adds data to the signal thatpreferrably provides the name (or other suitable indicia) of eachselected item at the appropriate display location for the item in thedepicted marketing area as indicated by its subdivision address in theSelected Product Record. In the total mode of operation, the circuit 146adds data to the signal that provides a simple mark (or other suitableindicia) for each selected item at the appropriate display location forthe item as indicated by the subdivision address of the item in theSelected Product Record. The signal generator 146 is connected to thecontrol circuit 73 of the visual display device 72 by lead 154 so thatthe graphics data is finally passed to the control circuit 73 via lead154.

The size modifying circuit 136 is connected by a lead 140 to theinput/output system 79 of the computer so as to receive circuit enablingand disabling signals. These same signals are passed to circuits 142,149 and 146 by leads 143, 151 and 147 and which are connected to lead140 by suitable line taps. The enabling signal which is passed to thesize modifying circuit 136 also enables the display offset circuit 142.However, this enabling signal for circuits 136 and 142 serves to disablethe cart offset circuit 149 and places the item location signalgenerator 146 in a local area mode of operation which will besubsequently explained. On the other hand, the disabling signal which ispassed to the size modifying circuit 136 also disables the displayoffset circuit 142. In addition it serves to enable the cart offsetcircuit 149 and places the item location signal generator 146 in a totalarea mode of operation.

When the size modifying circuit 136 is enabled to provide a local areamode of operation of the display, it serves to so modify the graphicsdisplay data that is ultimately passed to the control circuit 73 as tocause the generation of a display of the marketing area which isenlarged by a predetermined amount when viewed on the screen of thevisual display device. (See: FIGS. 14-19) On the other hand, when thecircuit 136 is disabled to provide a total area mode of operation of thedisplay, the signal passes to circuit 142 via lead 146 withoutmodification.

The display offset circuit 142 is connected via lead 141 to the computerinput/output system 79 for receiving a data signal bearing the currentshopping cart subdivision address (x,y coordinates) from the CartLocation Data Record in memory 82. This data signal is passed in accordwith the operating program through lead 141 each time an enabling ordisabling signal is passed through lead 140 and is either used incircuit 142 or circuit 149 depending on the total or local mode ofoperation contemplated. Thus, via a lead 150 that is tapped into line141, the cart address data signal is also sent to the cart offsetcircuit 149 each time the circuits 136, 140 and 149 are enabled anddisabled.

In the display offset circuit 142, the cart address data signal is usedto generate data that is added to the graphics display signal. Thisadded data provides for the generation of indicia in the graphicsdisplay of the marketing area that depicts the shopping cart and itslocation in the marketing area. It also adds data that serves to centerthe displayed area of the marketing area on the screen around theshopping cart. In circuit 149, the address data received by the circuitis only used to provide for the generation of indicia in the graphicsdisplay which depicts the shopping cart and its location in themarketing area.

The item location signal generator 146 is connected to the computerinput/output system 79 via lead 148 so as to receive data from theSelected Product Record in memory 82 and which, with respect to eachitem that has been previosly selected from the list by the shopper, isindicative of the name and display address (x,y coordinates) of the itemin the marketing area. Each time an enabling signal is sent to the sizemodifying circuit 136, the item location signal generator 146 is placedin a local area mode of operation. Under such circumstances, datarelating to the name and location in the market area of each item thathas been selected by the shopper is generated and added to the signalsent to the visual display device 72. This added data provides for thegeneration of the name of each selected item in the Selected ProductRecord and at the display location in the marketing area contemplatedtherefor by the recorded address (x,y coordinates) for the item.Indicia, other than the names of the items, may, of course, be generatedto indicate the items.

When the size modifying circuit 136 is disabled, the item locationsignal generator 146 is placed in the total area mode of operation anddata relating to the location in the market area of each item that hasbeen selected by the shopper is generated by the circuit and added tothe signal sent to the control circuit 73. This added data provides forthe generation in the graphics display of a mark that is indicative ofeach selected item in the Selected Product Record and located at thedisplay location in the depicted marketing area which is contemplatedtherefor by the recorded subdivision address (x,y coordinates) for theitem. Indicia, other than simple marks may, of course, be generated andused to indicate the selected items.

The display offset circuit 142 is enabled and disabled at the same timeand by the same signals that serve to enable and disable the sizemodifying circuit 136. Each time the offset circuit 142 is enabled anddisabled, data from the Cart Location Data Record in the computer memory82 and which is indicative of the current shopping cart location in theshopping area is passed via lead 141 to the circuit 142. If the circuit142 is enabled so that a local area mode of display is called for, itprovides data in the signal delivered to the cart offset circuit 149that provides for the generation of a suitable mark or other indiciawhich is indicative of the shopping cart and its location in thedisplayed area. It also provides data in the signal delivered to thecart offset circuit 149 that serves to center the displayed area aroundthe location of the shopping cart on which the relay unit 70 is mounted.Such a mark is illustrated at 145 in FIG. 14-19. On the other hand, ifcircuit 142 is disabled so that a total area mode of display on thescreen 77 of the visual display device 71 is called for, the signalpassed to the cart offset circuit 149 via lead 152 is unmodified and thesame as that received from the display circuit 136 via lead 144.

When the cart offset circuit 149 is enabled the total area mode ofdisplay on the screen 77 is being called for. Under such circumstances,circuits 136 and 142 are disabled and the cart offset circuit 149generates a data component that is added to the unmodified signalreceived from the display offset circuit 142. This data component isgenerated in response to the cart address data signal passed to thecircuit via leads 141 and 150 and simply provides for the generation ofa suitable mark, or other indicia, which indicates the shopping cart andits location in the field of the total marketing area depicted on thescreen 77 and as represented by the subdivision address data receivedfrom the computer. Such a mark is illustrated at 155 in FIGS. 13. Whenthe cart offset circuit 149 is disabled the local mode of display isbeing called for, and the modified and offset graphics display datareceived from circuit 142 is simply passed "as is" to circuit 146.

When circuits 136 and 142 are enabled and circuit 149 is disabled, theitem location signal generator 146 is in the local area mode ofoperation, having been placed in this mode by the signal received overlead 147 as circuits 136 and 142 were being enabled. In this mode, asignal is sent to the generator circuit 146 via lead 148 that passesdata which is derived from addressing the Secected Product Record inmemory 82. The signal bears data representing the display address (x, ycoordinates) in the marketing area and the name of each item which hasbeen selected by the shopper and entered in the Selected Product Recordby the process previous discussed. The generator 146 in this local areamode of operation generates and passes a data component to the graphicsdisplay signal being delivered to the control circuit 73 and whichcauses the control circuit 73 to generate the name of each selected itemon the screen of the visual display device 72 and at the relativelocation in the marketing area 33 indicated by the address (x,ycoordinates) for the selection item, as the location in the market areacome into view on the screen during the shoppers traversal of theshopping area. (FIGS. 14·19). The names of some items generated this wayare illustrated at 135 in FIGS. 16 and 17. It will be appreciated,however, that other forms of indicia may be generated.

When circuits 136 and 142 are disabled and circuit 149 is enabled, theitem location signal generator 146 is placed in the total area mode ofoperation. In this mode, a data signal is also sent to the circuit 146via lead 148 and which is derived by addressing the Selected ProductRecord in memory 82. This signal bears the address location of each itemthat has been selected by the shopper and entered in the memory by theprocess previously explained. The generator 146 in this total area modeof operation, responds by generating and passing data to the controlcircuit 73 which provides for the generation of a mark at the locationin the marketing area indicted by the display address data derived fromthe Selected Product Record for each item of merchandise that wasselected from the list and entered in the computer as indicated above.Marks indicating such items are shown at 157 in FIG. 13 but it will beappreciated that other forms of indicia may be generated.

The graphics display data is automatically passed to the size modifyingcircuit 136 from computer memory 82 after a predetermined time ofinactivity by the shopper in viewing the list of items, the totalmarketing area display mode being the default mode of operation undersuch circumstances. Furthermore, if appearance of the graphics displayof the shopping area is desired on the screen 77 at any time, all thatneeds to be done by the shopper is to depress switch 138.

Depression of the switch 138 when the shopping list is being displayedon the screen 77 brings on a total area viewing mode of operation. Itcauses the passage of a signal via lead 102 which initiates addressingof the Graphics Display Data File in memory 82 and the passage ofdisplay data along line 137, and the passage of a signal along line 140which disables circuits 136 and 142, enables circuit 149 and places thegenerator 146 in the total display mode of operation. Furthermore, itinitiates the passage of data to the item location signal generator 146through lead 148 which is indicative of the display addresses in themarketing area for the selected items, and the further passage of datato circuit 149 which is indicative of the shopping cart address in themarketing area.

The display data signal thereupon passes "as Is" through circuit 136,along lead 144, through circuit 142 and along lead 152. At circuit 149,the data used in generating the cart indicia is added and the signalwith its additive is then passed via lead 153 to circuit 146. Here dataused in generating indicia indicative of the selected items at theirdisplayed addresses in the depicted marketing area is added. Thereupon,the display data signal with its additives is sent via lead 154 to thecontrol circuit 73.

Through the operation of switch 138, the shopper may also select betweenthe total and local area viewing or display modes of operation. When thetotal display area mode of operation is in use, depression of switch 138will bring on the local display mode of operation. When switch 138 isdepressed to provide the local display area, a signal passes to theinput/output system 79 via lead 102 and the computer responds by passingan enabling signal via lead 140 to the circuits 136 and 142. This causesa data modification in the output lead 144 that enlarges the size of thegraphics display on the screen 77 relative to the size of the display inthe total mode of operation. In effect, it limits the area of thegraphics display which is viewable on the screen of the device andproduces a close-up effect for any portion of the marketing area viewedon the screen. (FIGS. 14·19). Depression of the switch 138 again willbring on the total area mode of operation.

Files and Records

There are several software files and/or records that are used in theprogrammed operation of the system 22 and a few comments about certainof these and their use will lead to a better understanding of theembodiment of the invention which is illustrated. They are set forth inthe items below.

1. Shopping List Data File

This file exist in the central computer file storage facilities and iscopied into the main memory of the computer for each unit as soon as theunit is energized under conditions where it receives the appropriatesignal.

The file has an Shopping List Display Record with data representing a"list of items" that are available for purchase and on display in themarketing area as well as data representing suitable "indicia indicativeof a location" of each item on the list.

It also has a suitable viewing program for viewing the shopping list andthe location indicating indicia. When the program is run, the items arepreferrable arranged alphabetically in a column at one side of thescreen and the item location indicating indicia are preferrable arrangedin another column at the other side of the screen, suitable indiciabeing provided opposite each item to indicate its location in themarketing area.

The file in addition has an addressable Product Location Recordcontaining data indicative of the "name" of each item on the list of theShopping List Display Record and of the "x,y coordinate" location in themarketing area of each such item on the list.

It also has an addressable Selected Product Record for recording datarelated to each item that is selected by a shopper from the ShoppingList Data File. For each item selected, it records the item "name" andthe "x,y coordinate" location of the display for the item in themarketing area.

2. Graphics Display Data File

This file exists in the central computer file storage facility and iscopied into the main memory of the computer 74 of each relay unit forready access as soon as the unit is energized under conditions where itreceives the appropriate signal.

The file contains data representing the floor plan and the merchandisingdisplay facilities in the marketing area and includes a suitable viewingprogram for viewing the graphics display of the floor plan andmerchandising display facilities on the screen of the visual displaydevice.

3. Carts Location Data File

This file is maintained in the disk storage of the control centercomputer and is copied to the main memory of the master computer as soonas operation of the system operating program for the control centercomputer is initiated. It contains data representing and distinguishingthe shopping carts (relay units) and representing the x,y coordinatelocation of each such cart (relay unit) in the marketing area.

4. Cart Location Data Record

Each relay unit has an addressable Cart Location Data Record which ismaintained in the permanent memory of the relay unit computer as part ofthe computer operating program. This record relates solely to the cart(relay unit) location on which the relay unit is mounted and containsdata indicative of the current x,y coordinate location of the cart(relay unit) in the marketing area. The record is updated each cycle ofsignal generation.

5. Channel Address Data File

This file is stored on the disk storage of the control center computerand is copied into main memory of the master computer when the needarises to add or modify signal address data in the Signal Address RecordFile.

It contains data identifying each optical channel and further indicatingthe subdivision address (x,y coordinates) in the marketing area which isserved by the channel.

6. Signal Address Record File

This file is stored on the disk storage of the control center computerand is copied into main memory of the master computer as soon asoperation of the system operating program for the master computer isinitiated.

It contains data identifying each signal that is contemplated fordelivery to the signal generating system in the control center area andalso contains data indicating each and every subdivision address (x,ycoordinates) in the marketing area to which the signal is contemplatedfor distribution during the operating cycle.

FIG. 4-4D

The operation of the communication system 22 is better understood by aconsideration of the various signals that are generated at the controlcenter 23 and how each is handled by the relay units 27.

Sync Signal

Reference is first made to FIG. 4. and where it will be seen that aspecific time frame 160 is dedicated in the cycle 159 to the generationof the sync pulse signal. The signal is used throughout thecommunication system 22 for synchronizing the operation of the controlcenter computer 24 and its peripherals with the operations of thecomputers and periphals of the many cart mounted message relay units 27.

The operating program for the master computer 24 contemplates the syncsignal and provides for its passage during each operating cycle from thesequencer 54 to the clock circuit (not shown) of the main computer 24and to the sequencer and clock circuit (not show) of each of theshopping cart mounted relay units 27.

When an operating cycle 159 begins, the general time slot or frame 160(FIG. 4) in which the sync pulse is generated also begins. Thereafterand following the commencement of the general time frame 160, a timeframe 162 (FIG. 4A) commences and which is dedicated to the generationof the subdivision addresses to which the sync pulse is destined fordelivery in the marketing area. When time frame 162 commences theoperating program calls for the computer 24 to address the SignalAddress Record File in memory 37 and to copy and pass the destinationsubdivision addresses for the sync pulse to the encoder 34 via lead 68.Time frame 162 (FIG. 4A) is a specific time frame within the generaltime slot 160 for generation of the sync pulse and follows theinitiation of the cycle 159 and the time slot 160 by a predeterminedtime interval. The encoder 34 upon receipt of the address data,generates the destination subdivision addresses in code and delivers thecodified address data via lead 59 to the amplifier 58 where the codifiedaddress data is amplified and passed via lead 57 to the light generatingsystem 25.

The sync pulse signal per se is generated by the sequencer 54 in aspecific time frame, depicted at 161 (FIG. 4A) and which falls in thegeneral time slot 160. This time frame 161 also follows the time frame162 bearing the address data by a predetermined time interval. As thetime frame 161 commences in the operating cycle 159, the sequencer 54 isinstructed by the operating program to generate the sync pulse and passit via lead 55, input/output system 39, and lead 56 to the amplifier 58and where it is amplified and passed via lead 57 to the light signalgenerating system.

A specific time frame 163 is allocated at the end of the general syncpulse time frame 160 for a reset component of the signal passed to thesystem 25. This time frame 163 trails the specific time frame 161 forgeneration of the sync signal by a predetermined time interval. As thetime frame 163 commences, the computer passes a signal via lead 68 tothe encoder 34 in accord with the operating program and which isbasically an instruction to generate a reset signal component. Thisreset component is then passed via lead 59 to the amplifier 58 foramplification and transmission over lead 57 to the generating system 25.

The data component in the leading time frame 162 is decoded by thechannel selector circuit network 62 and used to enable those circuitswhich are associated with the subdivision addresses contemplated by theaddress data borne by the component. The addresses in the leading frame162 would normally include all subdivisions in the marketing area whichare traversable by the shopping carts in this case.

The data component provided in the trailing time frame 163 is simply areset signal that disables and resets all the circuits of the channelselector 62 ready for reception of the next electronic signal.

In effect, the electronic sync pulse signal sent to the signalgenerating system 25 comprises three components, namely, the signal perse and which is generated in a specific time frame 161 by the sequencer55, a leading data component generated by the encoder 34 and bearing themarketing area subdivision addresses to which the sync pulse is destinedfor delivery, and a reset component that is also generated by theencoder and used in reseting the channel circuit selector network 62after the pulse signal has been transmitted to the marketing area as alight signal.

At the channel selector circuit network, once the circuits associatedwith the subdivision address for the sync signal are enabled, the syncsignal component is received at the network 62. This energizes thosediodes of the array 63 which are associated with the circuits that havebeen enabled by the address data component of the signal and the syncpulse is passed to the marketing area 33 over each optical channel 61that is associated with an enabled circuit of the network 62. Thus, thecharacter of the sync pulse delivered to the generating system 25differs from that of the sync pulse which passes therefrom to thesubdivisions, in that, the former bears an address component and a resetcomponent while the latter does not. This is, of course, in addition tothe obvious difference in the nature of the signals, with the formerbeing an electronic signal and the latter a light signal in theembodiment under consideration.

As far as the handling of the sync signal by the relay units isconcerned, reference is made to the unit 70 described in FIG. 4. Thelight signal is detected by the input diode 87. This causes anelectronic signal to be generated and sent via lead 88 to amplifier 89where the sync pulse is amplified and then delivered by lead 91 tosequencer 90. Here it serves to synchronize the operation of thesequencer 90 with that at the control center and is delivered as anoutput of the sequencer via lead 92 to the input/output system 79 whereit is delivered to the computer clock circuit for synchronizing theoperation of the computer 74 with the master computer 24 at the controlcenter.

Cart Finder Signals

Following the general time slot 160 for generating the sync pulse, thereis a general time slot 165 in the operating cycle 159 in which the cartfinder signals for all the shopping carts are generated. As seen in FIG.4B, this time slot 165 is divided into a plurality of discrete butnevertheless general time slots or frames 166 which are associated withthe respective carts (relay units) in use in the marketing area andwhich are identified in FIG. 4B as Cart #1, Cart #2 etc. Each of thesegeneral time frames 166 has a specific time frame 167 which is dedicatedto the generation by the encoder 34 of subdivision address data to whichthe signal is destined for delivery in the marketing area, anotherspecific time frame 168 which is dedicated to the generation of a pulsesignal that is destined for transmission to the specific cart that isassociated with the general time frame therefor, and another specifictime frame 169 which is dedicated to the generation of a reset signalcomponent by the encoder 34. Time frames 167, 168 and 169 are spacedapart in time from each other and from the commencement and end of thegeneral time frame 166 in which they occur by time intervals that arepredetermined and controlled by sequencer 54, as is the case with allthe time frames involved in the operating system.

When the time frame 166 for the cart finder signal for Cart #1 commencesin the operating cycle 159 (FIG. 4B), there is an interval of timebefore commencement of the specific time frame 167 that is dedicated tothe generation of the destination subdivision addresses for the findersignal. When time frame 167 commences, the operating program calls forthe computer 24 to address the Signal Address Record File in memory 37and to copy and pass a signal bearing the destination subdivisionaddresses via lead 68 to the encoder 34. Here, the address data isgenerated as a codified signal that is passed via lead 59 to amplifier58 for amplification and retransmission via lead 57 to the channelselector circuit network 62 during the time frame 167.

Thereafter, as time frame 168 commences, the computer 24 in accord withthe operating program therefore instructs the sequencer 54 by means of asignal transmitted over lead 55 to generate a pulse serving as a findersignal component that via lead 55, input/output system 39, and lead 56,is passed to the amplifier 58 for amplification and passage via lead 57to the signal generating system 25. Following this, and at thecommencement of time frame 169 during the general time frame 166 forCart #1, the computer in accord with the operating program passes asignal to the encoder 34 via lead 68 which instructs the encoder togenerate and pass a reset signal via lead 59 to the amplifier 58 wherethe signal is amplified and forwarded via lead 57 to the signalgenerating system 25.

When the address bearing signal component generated during the specifictime frame 167 of the time slot dedicated to Cart #1 (See FIG. 4B) isreceived at the circuit network 62, it enables those circuits which areassociated with the subdivision addresses borne by the signal componentand places them in a condition to be energized. Under normal operations,these addresses will include all subdivisions in the marketing areawhich are traversable by the shopping carts.

Thereafter, as the cart finder signal component arrives at the circuitnetwork 62, the light emitting diode in the array 63 which is associatedwith each enabled circuit in the network 62 is energized. As such, thecart finder signal is passed through the optical channels associatedwith the energized diodes and to the subdivisions in the market areathat are serviced thereby. Once this transpires and after an appropriatetime interval, the reset signal component in the specific time frame 169is called for by the computer and is generated by the encoder 34,amplified and then passed to the network 62 where it disables and resetsall of the circuits in the network 62 so as to be ready for the nextsignal to arrive in accord with the operating program for the system.

It may be said at this point that the next signal to be generated would,of course, be the cart finder signal associated with Cart #2 as seen inFIG. 4B and wherein the process described with respect to the cartfinder signal for Cart #1 is repeated, the process continuing to repeatitself for Cart #3, Cart #4 etc. until the time frames 166 dedicated tothe cart finder signals in the time slot 165 of the cycle 159 expire orare exhausted.

For illustration purposes, it will be assumed that the relay unit 70described in FIG. 3 is mounted on the shopping cart which is designatedas Cart #1 in FIG. 4B and that the unit 70 is operational and in use bya shopper. Under such circumstances, when the cart finder signal in theform of the light signal that is generated by the array diode reachesthe subdivision at which the shopping cart is located, the signal isreceived and picked up by the input diode 87. It then generates anelectronic signal which is passed by lead 88 to amplifier 89 andamplified before passage via lead 91 to sequencer 90.

Sequencer 90 is, of course, specifically designed to handle signalsintended for reception by the unit 70 in which it is installed. As suchand with respect to cart finder signals, it is designed to only pass acart finder signal that is generated in the time frame which isdedicated to the cart on which the unit 70 is mounted, in this case, thesignal generated in the general time frame 166 dedicated to Cart #1.Apart from this, the sequencer 90 serves to block the passage of allother cart finder signals, such as those which are generated in thegeneral time frames 166 dedicated to Cart #2, Cart #3, etc. as seen inFIG. 4B. The sequencer installed in each of the other relay units issimilarly specific in its handling of the cart finder signals and willonly pass that which is intended for the unit in which the sequencer isinstalled.

When the cart finder signal is passed by the sequencer 90, it passes vialead 92 to the input/output system 79 and where in accord with theoperating program for the computer 74, a signal is sent through theinput/output system 79 via lead 109 to amplifier 108. Here, the signalis amplified and passed via lead 110 to the output diode 107. Thisenergizes the output diode 107 and emits a light signal in thesubdivision where the unit 70 and cart are located in the marketingarea.

This signal from the output diode 107 is picked up by the opticalchannel 61 servicing the subdivision at which the cart is located and isfed back to the area control center. Here, the signal is shunted to theauxiliary light channel 65 (FIG. 2) associated with the light channel 61serving the marketing area subdivision by means of the optical tap 66which interconnects the channels. When the signal reaches the generator64, the address of the subdivision associated with the feed back opticalchannel and auxiliary channel is generated thereby and passed via lead67 to the input/output system 39. Here, the address data is transmittedto the computer memory 37 and recorded in the Carts Location Data Fileso as to update the file as to the location of Cart #1 in the marketingarea.

It should be pointed out that the process of returning the light signalfrom Cart #1 and of updating its location in the Carts Location DataFile transpires during the time frame 166 which is dedicated to thegeneration of the cart finder signal for Cart #1. As such, it will beappreciated that the process of returning a light signal from a cart andof updating the marketing area address therefor is a process whichrepeates itself for Carts #2, Cart #3, etc. until the time frames 166dedicated to the cart finder signals in time slot 165 of cycle 159expire or are exhausted.

Cart Location Signals

Once the Carts Location Date File is updated during a cycle 159, theupdated location of each cart is returned to the cart relay unit andrecorded in its Cart Location Data Record in the computer memorythereof. Thereafter, it is used in modifying the data used for thegraphics display of the marketing area 33 by the relay unit on the chartas previously indicated.

The operating cycle 159 has a general time slot or frame 171 (FIG. 4)which is dedicated to updating the "on board" Cart Location Data Recordsof the computers for the various relay units. This time frame 171 isbroken down into a plurality of discrete time frames 172 (FIG. 4C) thatare dedicated to updating the Cart Location Data Record for therespective computers of the relay units. Each of these discrete timeframes 172 has three specific time frames 173, 174, and 175 that arededicated to the destined subdivision address data for the cart locationdata signal, the cart location signal per se with its coordinate datalocation for the shopping cart in the marketing area, and the reset datasignal respectively. As indicated above for the other signals, thesethree specific time frames are each spaced apart in time from each otherand from the commencement and end of the general time frame 172 in whichthey occur by predetermined intervals of time.

Consider the cart location signal for Cart #1, as indicated in FIG. 4C.When the general time slot or frame 171 for the cart location signalscommences in the operating cycle 159, the general time frame 172 that isdedicated to Cart #1 also commences as seen in FIG. 4C. Thereafter, asthe time frame 173 commences, the operating program for the computersystem calls for the computer to address the Signal Address Record Filein memory 37 and to copy and pass the destined marketing area addressdata for the cart location signals therein to the encoder 34. This datais passed to the encoder 34 via lead 68 and whereat it serves toinstruct the encoder 34 to generates a coded data signal indicative ofthe destined marketing area addresses and to pass the generated datasignal via lead 59 to the amplifier 58. Here, the data signal isamplified and passed via lead 57 to the channel selector circuit network62 of the signal generating system 25.

This leading component is generated and passed to the system 25 in theleading time frame 173 of the general time frame 172 that is dedicatedto Cart #1 as seen in FIG. 4C. It serves to enable the appropriatecircuits that are associated with the subdivision address destinationscontemplated by the Signal Address Record File. The subdivisionaddresses in this instance will usually include substantially allsubdivisions that are traversable by the shopping carts.

As for the cart location signal component, when time frame 174commences, the operating program for the computer calls for the computerto address the Carts Location Data File in memory 37 and to copy andpass the current coordinate data for Cart #1 to the amplifier 58. Thistranspires via lead 56 and whereat the coordingate data signal isamplified and passed via lead 57 the the channel selector circuitnetwork 62 of light generating system 25. After an appropriate andpredetermined time lapse, and at the commencement of the time frame 175a programed signal is sent by the computer and passed to the encoder 34over lead 68. This results in the generation of the the reset componentand its passage via lead 59 to the amplifier 58 for amplification andforwarding over lead 57 to the signal generation system 25.

The process of generating the signal by the selector circuit network 62and the diode array 63 is evident from the preceding disclosure. Thedata in the leading time frame 173 of the general time frame 172dedicated to Cart #1 is used to enable the circuits associated with thesubdivision addresses contemplated by the data of the leading component,the data component in the time frame 174 that follows time frame 173 isused to generate a light signal corresponding to the data componentwhich is indicative of the current coordinates of Cart #1 in the CartsLocation File, and the reset component is used to disable and reset thechannel selector circuit network 62 for the next signal.

It will be apparent that the process of generating the cart locationsignals continues to repeat itself for Cart #2, Cart #3, etc. until thetime frames 172 dedicated to the cart finder signals in the time frame171 of cycle 159 expire or are exhausted.

For illustration purposes, it will again be assumed that the relay unit70 seen in FIG. 3 is mounted on the shopping cart which is designated asCart #1 in FIG. 4C and that the unit 70 is operational and in use by ashopper. Under such circumstances, when the cart location signal in theform of the light signal that is generated by the array diode reachesthe subdivision at which the shopping cart is located, the signal isreceived and picked up by the input diode 87. The input diode respondsto the light signal by generating an electronic output which is passedby lead 88 to amplifier 89. Here the signal is amplified and passed vialead 91 to sequencer 90.

Sequencer 90 is, again, specifically designed to handle signals intendedfor reception by the unit 70 in which it is installed. As such, itsdesign is such as to only pass a cart location signal that is generatedin the time frame which is dedicated to the cart on which it is mounted.In this case, the sequencer 90 is designed to pass the cart locationsignal generated in the time frame 172 for Cart #1 and to block thepassage of all other cart location signals, such as those which aregenerated in the general time frames 172 dedicated to Cart #2, Cart #3,etc. as seen in FIG. 4C. The sequencer installed in each of the otherrelay units is similarly specific in its handling of the cart locationsignals and will only pass the cart location signal which is generatedin the proper time frame for the unit in which the sequencer isinstalled.

When the cart location signal is passed by the sequencer 90, it passesvia lead 92 to the input/output system 79 and where in accord with theoperating program for the computer 74 the coordinate data borne by thesignal is used in accord with the operating program for the computer toupdate the location of the shopping cart in the Cart Location Recordfound in the computer memory 82.

Shopping List Signals

The Shopping List Data File is copied into memory 37 of the main ormaster computer 24 by the operating program when the system 22 is firstbrought "on line". Thereafter, as soon as a relay unit is energized andis in or enters a subdivision to which the shopping list signals aresent, the Shopping List Data File is totally copied into main memory ofthe unit computer.

It may be generally said, that the transmissions of the data signalsbetween the main computer and its peripherals and the the generatingsystem 25 are by preference accomplished in the burst modes of operationknown to those skilled in the art. As such, large amounts of data may betransferred in short periods of time.

Following the time slot 171 in the cycle 159 (FIG. 4), there is ageneral time slot 177 (FIG. 4) that is dedicated to the distribution ofthe shopping list signal to the relay units in the marketing area.Within this general time slot 177, there is a specific time frame 178 inwhich the subdivision address data component of the signal sent tosystem 25 is generated, a specific time frame 179 in which the shoppinglist data component is generated, and a specific time frame 180 in whichthe reset data component is generated. These time frames 178, 179 and180 are again spaced apart in time from one another and from thebeginning and end of the general time frame 177 by predetermined timeintervals.

When the time frame 178 for the shopping list signals commences in theoperating cycle 159, the operating program for the computer calls forthe computer 24 to address the Signal Address Record File in memory 37and to copy and pass the destined marketing area address data for theshopping list signal to the encoder 34 via lead 68. Here, the encoder 34generates the destination subdivision addresses in a code designed toenable the appropriate circuits of network 62 and passes the generatedaddress data component to the amplifier 58 via lead 59 where the addressdata component is amplified and passed via lead 57 to the channelselector circuit network 62. This data component of the signal, ofcourse, enables the appropriate circuits contemplated in the network 62and thus conditions the network for reception of the shopping list datacomponent. Here again the subdivision destination addresses willnormally include all subdivisions that are traversible by the shoppingcarts.

When time frame 179 thereafter commences in the operating cycle 159, theoperating program for the computer calls for the computer to address theShopping List Data File in main memory 37 and to copy and pass the datacomponent of the signal to the amplifier via lead 56. Here the data isamplified and forwarded to the circuit network 62 of the light signalgenerating system 25 via lead 57. This, of course, energizes the arraydiodes that are associated with the enabled circuits of the network 62and the data signal representing the Shopping List Data File passes tothe appropriate subdivisions in the marketing area 33 as a light signal.Following the predetermined interval of time contemplated by thecomputer program, time frame 180 commences. The computer, in accord withthe operating program, then sends a signal to the encoder 34 over lead68 and which results in the generation of the reset signal component andits passage to the amplifier via lead 59 for amplification andforwarding via lead 57 to the network 62.

As far as the handling of the shopping list signal by the relay units isconcerned, reference is again made to unit 70 in FIG. 3. When the datacomponent of the shopping list signal is passed to the generatingcircuit 25 during the time frame 179, it passes to the subdivisionstraversable by the shopping carts as a light signal that is picked up bythe input diode 87 and passes as an electronic signal via lead 88 toamplifier 89. Here the signal is amplified and forwarded over lead 91 tosequencer 90. Sequencer 90, like all of the other sequencers installedin the other relay units used in the system 22, is designed to initiallypass a signal received during this time frame 179 and, as such, thesignal bearing the data is sent via lead 92 to the input/output system79 of the computer 74 and where the data of the Shopping List Data Fileis received and stored in main memory 82 ready for use in the operationof the unit 70 by the shopper.

To avoid unnecessary time sharing of input and output functions by thecomputer, sequencer 90 has a gate which is enable to block passage ofany signal during time frame 177 after a predetermined number ofoperating cycles have been completed following the start up of the relayunit 70 by the operation of the on/off switch 104. The gate isautomatically disabled at any time the unit 70 power is turned off, asby the operation of switch 104, so that upon subsequent energizing ofthe unit 70, it may again receive and record the Shopping List Data Filein memory 82 before the gate is again enabled to block passage ofsignals during this time frame 177.

Graphics Display Data Signal

The general time slot for the graphics display signal is designated at181 in FIG. 4. The subdivision destination address component isgenerated during the time frame 182, the graphics display data bearingcomponent is generated during the time frame 183, and the resetcomponent is generated during the time frame 184, all of which isapparent from FIG. 4D. These specific time frames 182, 183 and 184 areall spaced apart in time from each other and from the commencement andend of general time frame 181 by predetermined time intervals aspreviously indicated.

When time frame 181 commences during the operating cycle 159, theoperating program for the computer 24 calls for the computer to addressthe Signal Address Record File in memory 37 and to copy and pass thedestiny subdivision address data to the encoder 34 via lead 68. Theencoder responds by generating an encoded data component bearing thecoded destination addresses and by passing it via lead 59 to theamplifier 58 where the data component is amplified and passed via lead57 to the channel selector circuit network 62. Here, the signal servesto enable those circuits which are associated with the destinationsubdivision addresses in the marketing area which are contemplated bythe Signal Address Record File.

After a predetermined time interval, time frame 183 commences. When thishappens, the operating program for the computer 24 calls for thecomputer to address the Graphics Display Data File in memory 37 and tocopy and pass the file data to the amplifier 58 via lead 56. Here thedata is amplified and forwarded to the channel selector circuit network62 via lead 57. This causes the enabled circuits of the network 62 to beenergized in accord with the data presented. This, in turn, similarlyenergizes the light emitting diodes associated therewith and causes thegraphics display signal to be delivered to the subdivisions in themarketing area which are associated with the enabled circuits.

After the appropriate time interval in the time frame 181, time frame184 commences. When this happens in the operating cycle, the operatingprogram for the computer calls for the computer to send a signal to theencoder 34 over lead 68 which causes the encoder to generate the resetcomponent of the signal and to pass it to the circuit network 62 of thelight generating system 25. At the network 62, the reset performs itsusual function and disables and resets all circuits ready for receptionof the next signal.

Reception of the Graphics Display Signal is again illustrated byreference to FIG. 3. Here, as the signal is received at the subdivisionwhere the relay unit 70 is located, the light signal is picked up byinput diode 87 and passed as an electronic output via lead 88 toamplifier 89 where it is amplified and passed via lead 91 to thesequencer 90. Sequencer 90, like the other sequencers used in the system22 is designed to initially pass any signal generated at this time frame181 and, as such, the graphics display signal is passed from thesequencer and via lead 92 to the input/output system 79 where theGraphics Display Data File is recorded in memory 82 for readyavailability upon demand.

To avoid unnecessary time sharing of input and output functions by thecomputer, sequencer 90 has another a gate which is enabled to blockpassage of any signal during the general time slot 181 after apredetermined number of operating cycles have been completed followingthe start up of the relay unit 70 by the operation of the on/off switch104. The gate is automatically disabled at any time the unit 70 power isturned off, as by the operation of the switch 104. As such, uponsubsequent energizing of the unit 70, the unit may again receive andrecord the Graphics Display Data File in memory 82 before the gate isagain enabled to block passage of signals during this time frame 181.

Video Picture Signals

It will be noted in FIG. 4, that separate and distinct time slots orframes are provided for the video picture signals that are distributedto the marketing or shopping area 33. Thus, each of the general timeslots 187, 188, 189, and 190 is dedicated to the generation ofappropriate signal components that are associated with a separate anddistinct video picture production.

Here, it may be pointed out that the primary purpose of each videoproduction and its transmission to and reproduction and display in themarketing area 33 is to create product awareness in the mind of theshopper and to do this in the proximity of the display point for theproduct in the marketing area. Thus, it may involve the transmission andreproduction of one or more transient images of a fixed or moving itemthat is on display in the marketing area so as to to create suchawareness. In the preferred embodiment, each video picture signal is ofrelatively short duration (preferrable less than 30 sec.) and isdelivered into a predetermined area or zone in the marketing area whichis in the proximity of the display point for the product involved in thevideo production.

This area or zone usually consists of a plurality of contiguoussubdivisions in the proximate area of the display point for the productforming the subject matter of the video production.

As far as video signals generated by the communication system 22 areconcerned, a zone being used for reception of a video production so asto advertise a product located in the proximity of the zone is, bypreference in the preferred embodiment, basically dedicated solely tothe reception of the video picture signal associated with the productand its video production until such time as reception of the videopicture signal within the zone is discontinued in accord with theprogram governing the operation of the system 22. For example, in accordwith the operating program the video signal representing a first videoproduction for a first product having a display point in a first zoneconsisting of 30 contiguous subdivisions in the marketing area may becontinuously fed into each subdivision of the first zone during the timeframe 188 of each operating cycle 159 over a period of time lasting forfour hours. At the end of this four hour period, the operating programfor the system 22 may contemplate a discontinuance of the video signalrepresenting the first video production and the initiation of a videosignal which represents a second video production in this time slot 188of the operating cycle and for a product that is located in a secondzone having a plurality of contiguous subdivisions that include one ormore of the subdivisions of the first zone. Under such circumstances,the first zone is, by preference, dedicated to the receipt of videosignals that are solely associated with the first video productionduring the four hour period and no other video signal generated duringany of the time slots dedicated to the generation of the video signalsis delivered into the subdivisions of the first zone during this fourhour period. Thereafter, the subdivisions comprising the second zonebecome dedicated to the reception of video signals that are solelyassociated with the second video production until such time as viewingof the second production in the second zone is programmed to end.

Reference has been made to the generation of the video signal associatedwith the second production during the time slot 188 theretofore used forgeneration of the video signal for the first production. It will beappreciated that the video signal associated with the second productionmay, nevertheless, be generated in any open time slot which is availablefor video signals associated with video productions at the end of thefour hour period and will depend upon the programed use of the videosignal time slots 187-190 for such transmissions.

The entire video production data is transmitted to the viewing zone indata increments which are generated during time slots dedicated to thevideo production in successive operating cycles. Each data incrementcovers the increment of viewing time in the zone for the videoproduction which transpires during the time interval between thesuccessive time slots which are dedicated to the video production insuccessive operating cycles. Thus, an increment of data transmitted tothe viewing zone during a time frame, such as time frame 190, dedicatedto a video production is in the burst mode and covers the needs of therelay unit for operating and viewing the video production until thearrival of the next time frame, such as time frame 190, dedicated to thevideo production in the next operating cycle 159.

Reference is now made to FIG. 4D and more particularly to the time frame190 which is dedicated to the generation of the video signal for videopicture No N. As seen therein, the general time slot 190 also has threetime frames 191, 192 and 193 which are spaced apart in time from eachother and from the commencement and termination of the general time slot190 by predetermined time intervals. These time frames 191, 192 and 193are dedicated to the generation of the subdivision destination addresseswhich define the zone in which the video production is viewable, thedata component for the increment of the video picture and the control ofthe circuity which is involved in the transmission, and the reset signalcomponent.

During the general time slot 190, when the time frame 191 for thedestination addresses commences in the operating cycle 159, theoperating program for the computer 24 calls for the computer to addressthe Signal Address Record File in memory 37 and to copy and pass thedestination subdivisions that make up the dedicated viewing zone for thevideo production to encoder 34 via lead 68. This cause the encoder 34 togenerate the subdivision addresses in code and pass them via lead 59 tothe amplifier 58 where the signal component is amplified and then passedvia lead 57 to the channel selector network 62. At the selector network62, the signal component is decoded and used to enable those circuits ofthe network 62 which are associated with the subdivisions that make upthe zone in which the video production is viewable.

When the time frame 192 for the data component for the increment of thevideo picture and its control circuity arrives, the operating programfor the computer calls for the computer to address the file of the VideoProgram No. N in the Video Display File Storage 43 and to copy and passthe appropriate increment via lead 48, input/output system 39 and lead56 to the amplifier 58 for amplification and forwarding via lead 57 tothe channel selector circuit network 62. Here, the signal data componentenergizes the enabled circuits in accord with the component data andthus energizes the diodes of the array 63 which are associated with theenabled circuits. This, of course, sends an appropriate light signalthrough the light channels 61 that service the subdivisions which makeup the dedicated zone for reception of the video production.

After an appropriate time interval and in accord with the operatingprogram, the computer sends a signal via lead 68 to the encoder 34 thatresults in the generation of the reset component of the signal bearingthe increment. This component is also passed via lead 59 to theamplifier 58 for amplification and therefrom via lead 57 to the network62. Here, it performs its usual functions and disables and resets thecircuits of the network ready for reception of the next signal.

The handling of the video signal increment by the relay units is evidentfrom a consideration of FIG. 3 and unit 70. If the shopping cart onwhich the relay unit 70 is outside of the zone to which the video signalis addressed, the signal never reaches the unit 70. On the other hand,if the shopping cart on which the unit 70 is mounted is located withinthe zone or has entered the zone during the cyclic interval followingthe last time slot for the transmission of a video signal bearing anincrement of the video production data, the light signal bearing thedata for the increment is picked up by the input diode 87 and passed asan electronic signal via lead 88 to amplifier 89. Here, the signal isamplified and passed via lead 91 to sequencer 90.

The sequencer 90, like all other sequences installed in the relay units,is designed to pass the signals received during the video time slots181-190 and, as such, the video signal is passed via lead 92 to theinput/output system 79 of the computer 74. Under the operating programfor the computer, the data is immediately processed and sent to thevideo message storage 112 and in accord with the preferred embodimentthe programs governing the display of the shopping list and the graphicsdisplays of the marketing areas are placed on hold.

The data covering the increment of the video display is, of course, bothgenerated and fed to the storage facility 112 during the time frame 192.Under the control of the computer 74 this data is then fed to thecontrol circuit 73 of the visual display device 72 during the intervalbetween its reception by the storage facility 112 and the commencementof the next time slot for the generation and reception of the next dataincrement involved in the transmission of the entire video production.This procedure for handling the video display signal continues until thevideo production has been completely transmitted. Thereafter, and withor without a short interval therebetween, transmission of the videoproduction into the same zone may again be initiated.

It will be evident in view of the short periods of viewing time that arecontemplated for allocation to such video productions that a shopperentering a zone in which a production is in the process of beingpresented will probably view a complete production of the video picturebefore leaving the zone dedicated thereto. In many cases the videoproduction will have little or no motion because the main objective isagain one of developing product awareness at the point of display and,as such, whether a shopper arrives in the middle or at the beginning ofthe production is of little consequence.

It has been stated above that when a shopper enters a zone to which avideo signal is being sent, the programs governing the display of theshopping list and the graphics display of the smarketing area are placedon hold. In this respect, it may also be said that upon leaving the zonededicated to the reception of a video signal and entry into asubdivision that is not associated with a video zone, the computer ofthe relay unit experiences a cycle in which there is no reception of avideo signal. In accord with the operating program, this disables thehold circuit responsible for placing the shopping list and graphicsdisplay programs on hold so that the last program in process upon entryto the zone dedicated to the video production is resummed.

Traveling Message Signals

The traveling message feature of the system is intended in theembodiment of the invention shown herein primarily as an means fordisplaying messages as an overlay on the graphics displays of themarketing areas, although it will be evident that the feature may beused independently of any other display or as an overlay of otherdisplays, if desired.

Use of the traveling message feature as an overlay for video picturedisplays may be avoided by judicious exclusion of those subdivisionswhich are involved in the composition of zones dedicated to the displayof video productions from the selection of the subdivisions for thezones to which the data related to the traveling message features aresent. However, when a shopping list is being displayed on the screen ofthe visual display device of a relay unit, use of the traveling messagefeature on the relay unit is prevented in accord with the operatingprogram for the computer thereof.

In the embodiment illustrated, the entire traveling message display datais transmitted to the viewing zone in data increments which aregenerated during time slots dedicated to the message display and insuccessive operating cycles. Each data increment covers the increment ofviewing time in the zone for the traveling message display whichtranspires during the time interval between the time slots dedicated tothe message display in successive operating cycles. Thus, an incrementof data transmitted to the viewing zone during a time frame (such astime frame 198) dedicated to traveling message No. N is in the burstmode and covers the needs for operating and viewing the message displayby the relay unit until the arrival of the next time frame (such as timeframe 198) dedicated to the message display in the next cycle 159 ofoperation.

It will be noted in FIG. 4, that separate and distinct time slots orframes are provided for the traveling message signals that aredistributed to the marketing area 33. Thus, each of the general timeframes or slots 195, 196, 197, and 198 is dedicated to the generation ofappropriate signal components that are associated with a separate anddistinct traveling message signal. Each time slot is exemplified by thatfor the general time slot 198 and where in FIG. 4D it will be noted thatthe time slot 198 has three time frames, designated at 199, 200, and201. These three time frames are spaced apart in time from each otherand from the commencement and end of time slot 198 by predetermined timeintervals and are respectively used for generating the subdivisionaddresses for the signals, the generating of the data increments of thesignals, and the generation of the reset components of the signals.

Reference is made to FIGS. 4 and 4D and the generation of an incrementof the traveling message display signal during the general time slot 198for the traveling message signal designated as No. N. When the timeframe 199 commences in the operating cycle 159, the operating programfor the computer calls for the computer to address the Signal AddressRecord File in memory 37 and to copy and pass the subdivision addressesof the destination zone for the traveling message signal to the encoder34 via lead 68. When this happens the encoder 34 generates a datacomponent that is fed by lead 59 to the amplifier 58 and therefrom vialead 57 to the light signal generating system 25. Here, the leadingcomponent enables those circuits of the channel selector network 62which are associated with the subdivisions of the destination zone forthe signal.

When the time frame 200 for the data component for the increment of thetraveling message and its display operating control arrives, theoperating program for the computer calls for the computer to address thefile of the Traveling Message No. N in the Traveling message FileStorage 44 and to copy and pass the appropriate increment via lead 49,input/output system 39, lead 56, amplifier 58 and lead 57 to the channelselector circuit network 62. Here, the signal data component energizesthe enabled circuits in accord with the data present in the signalcomponent and thus energizes the diodes of the array 63 which areassociated with the enabled circuits. This, of course, sends anappropriate light signal through the light channels that service thesubdivisions which make up the zone for reception of the travelingmessage display.

After an appropriate time interval and in accord with the operatingprogram, the reset component of the signal bearing the increment isgenerated in the time frame 201 in response to a signal passes from thecomputer over lead 68. This reset signal component is fed to the network62 and where it performs its usual functions and disables and resets thecircuits of the network 62 so that they are ready for reception of thenext signal.

The handling of the increment of the traveling message by the relayunits is evident from a consideration of FIG. 3 and unit 70. If theshopping cart on which the relay unit 70 is outside of the zone to whichthe traveling message increment is addressed, the signal never reachesthe unit 70. On the other hand, if the shopping cart on which the unit70 is mounted is located within the zone, or has entered the zone duringthe interval following the last time slot for the transmission of anincrement of the message display, the light signal bearing the data forthe increment is picked up by the input diode 87 and passed as anelectronic signal via lead 88 to amplifier 89. Here the signal isamplified and passed via lead 91 to sequencer 90.

The sequencer 90, like all other sequencers installed in the relayunits, is designed to pass the signals received during the travelingmessage time slots 195-198 and, as such, the signal increment of thetraveling message is passed via lead 92 to the input/output system 79 ofthe computer 74. Under the operating program for the computer, the datais immediately processed and sent to the traveling message storage 118and the program governing the shopping list display is placed on hold.

The data covering the increment of the traveling display is, of course,both generated and fed to the storage facility 118 during the time frame200. Under the control of the computer 74 this data is then fed to thecontrol circuit 73 of the visual display device 72 during the intervalbetween its reception by the storage facility 112 and the commencementof the next time slot for the generation and reception of the next dataincrement involved in the transmission of the entire traveling message.This procedure for handling the signal increments of the travelingmessage continues until the traveling message has been completelytransmitted. Thereafter, and with or without a short intervaltherebetween, transmission of the traveling message into the same zonemay again be initiated.

Audio Message Signals

I will also be noted in FIG. 4, that separate and distinct time slots orframes are provided for the audio message signals that are distributedto the marketing area 33. Thus, each of the general time slots 204, 205,206, and 208 is dedicated to the generation of appropriate signalcomponents that are associated with a separate and distinct audiomessage.

Here, it may be pointed out that an audio message may be delivered toany zone or subdivision in the marketing area without regard for the usebeing given to the visual display device in the zone or subdivision atthe time the audio message is presented. However, in accord with thepreferred embodiment, and to avoid the mixing of audio messages, onlyone audio message is delivered to a subdivision for reception by a relayunit therein at any one time. Accordingly, each audio message signal ispreferrabley delivered into a predetermined area or zone composed of aplurality of contiguous subdivisions in the marketing area. Such a zonemay be in the proximity of the display point for an item on display inthe marketing area if the message relates thereto. On the other hand,the zone may be otherwise situated if the message is general in nature.

Each audio message is transmitted to its reception zone in dataincrements which are generated during time slots that are dedicated tothe the audio message production in successive operating cycles. Eachdata increment covers the increment of the audio message which isrelated during the time interval between the time slots which arededicated thereto in successive operating cycles. Thus an increment ofdata transmitted to the reception zone during a time frame, such asframe 204, dedicated to an audio message production is in the burst modeand covers the needs of the relay unit for operating and transmittingthe audio message until the arrival of the next time frame, such asframe 204, dedicated to the audio message production in the nextoperating cycle 159.

Reference is now made to FIG. 4D and more particularly to the time frame208 which is dedicated to the generation of the audio message signal foraudio message No. N. As seen therein, the general time slot 208 also hasthree time frames 209, 210, and 211 which are spaced apart in time fromeach other and from the commencement and termination of the general timeslot 208 by predetermined time intervals. These time frames 209, 210,and 211 are dedicated to the generation of the subdivision destinationaddresses which define the zone in which the audio message production isto be received, the generation of the data component for the incrementof the audio message and the control of the circuitry involved in thetransmission, and the generation of the reset signal component.

When the time frame 209 commences during the general time slot 208, theoperating program for the computer 24 calls for the computer to addressthe Signal Address Record File in memory 37 and to copy and pass thedesignation subdivision addresses that make up the dedicated receptionzone for the message to encoder 34 via lead 68. The encoder 34 respondsto reception of the addresses by generating the addresses in code andpassing them via lead 59 to the amplifier 58 where the signal componentis amplified and then passed via lead 57 to the channel selector network62. At the selector network 62, the signal component is decoded and usedto enable those circuits of the network 62 which are associated with thesubdivisions that make up the zone in which the audio message productionis receivable.

When the the time frame 210 for the data component for the increment ofthe audio message and its control circuitry arrives, the operatingprogram for the computer calls for the computer to address the file ofthe Audio Message No. N in the audio message file storage 45 and to copyand pass the appropriate increment via lead 50, input/output system 39and lead 56 to the amplifier 58 for amplification and forwarding vialead 57 to the channel selector circuit network 62. Here, the signaldata component energizes the enabled circuits in accord with thecomponent data and thus energizes the diodes of the array 63 which areassociated with the enabled circuits. This, of course, sends andappropriate light signal through the light channels 61 that service thesubdivisions which make up the dedicated zone for reception of the audiomessage production.

After an appropriate time interval and in accord with the operatingprogram, the computer sends a signal via lead 68 to the encoder 34 thatresults in the generation of the reset component of the signal bearingthe increment. This component is also passed via lead 59 to theamplifier 58 for amplification and therefrom via lead 57 to the network62. Here, it performs its usual functions and disables and resets thecircuits of the network ready for reception of the next signal.

The handling of the audio message signal increment by the relay units isevident from a consideration of FIG. 3 and unit 70. If the shopping carton which the relay unit 70 is outside of the zone to which the audiosignal is addressed, the signal never reaches the unit 70. On the otherhand, if the shopping cart on which the unit 70 is mounted is locatedwithin the zone or has entered the zone during the cyclic intervalfollowing the last time slot for the transmission of an audio signalbearing an increment of the audio message production data, the lightsignal bearing the data for the increment is picked up by the inputdiode 87 and passed as an electronic signal via lead 88 to amplifier 89.Here, the signal is amplified and passed via lead 91 to sequencer 90.

The sequencer 90, like all other sequencers installed in the relayunits, is designed to pass the signals received during the audio timeslots 204-208 and, as such, the audio signal is passed via lead 92 tothe input/output system 79 of the computer 74. Under the operatingprogram for the computer, the data is immediately processed and sent tothe audio message storage 122.

The data covering the increment of the audio message is, both generatedand fed to the storage facility 122 during the time frame 210. Under thecontrol of the computer 74, this data is then fed via lead 123,input/output system 79 and lead 124 to the control circuit 76 of theloud speaker 75 during the interval between its reception by the storagefacility 122 and the commencement of the next time slot for thegeneration and reception of the next data increment involved in thetransmission of the entire audio message production. This procedure forhandling the audio message signal continues until the audio productionhas been completely transmitted. Thereafter, and with or without a shortinterval therebetween, transmission of the audio message production intothe same zone may again be initiated.

FIGS. 5-7B

Reference is made to FIG. 5 and wherein the floor plan and productmerchandising or display facilities in the marketing area of asupermarket equipped with the communication system 22 arediagrammatically depicted. The aisles and areas in the marketing areawhich are traversable by the shopping carts are designated as #1 thru#20 inclusive. The product display facilities include open shelves 213,deep freezers or lockers 214 for frozen foods, produce displays 215,refrigerated meat and dairy product displays 216 and 217, and displayfacilities 218 for live plants. The marketing area is also depicted ashaving a deli 219, a bakery 220, a pharmacy 221 and magazine displayfacilities 222.

The check out counters 223 are located at the front of the marketingarea 33, as is the customer service counter 224. Here, at the front ofthe area 33 and in the proximity of the entrance and exit ways 226 and227, conviently accessible storage areas 225 are provided for theshopping carts.

FIGS. 6 and 7 generally show the arrangement of the optical channelnetwork 60 in the marketing area 33. Here it will be seen that thecomponents of the network 60 are housed in elongated fixtures 230. Thesefixtures 230 are arranged in parallel and suspended from the ceiling(not shown) in the marketing area 33 by wires 231 so that the opticalnetwork components are offset from and overlie the floor 229 of themarketing area 33. These elongated fixtures 230 are spaced apart byspacers that are designated at 232.

The structure of the fixtures 230 and the structure arrangement at theterminal ends of the optical channels 61 is evident from FIGS. 7A and7B. Each fixture 230 is involved in supporting optical channelcomponents of the network 60 that service two contiguous rows ofsubdivisions in the marketing areas, the rows in each case being such asto extend from the front to the rear extremities of the marketing area33 that is traversable by a shopping cart under the fixture. Eachfixture 230 includes an elongated H-shaped structural member 233 with ahorizontal portion 234 on which the optical fibers 78 that are involvedin servicing the subdivisions are supported and an inverted channelmember 235 which covers the optical fibers 78 in their resting place onportion 234 and embraces the vertical side portions 237 of the H-shapedmember 233.

The H-shaped member 233 rests on and is supported by flat plates orbrackets 236 which are spaced apart and underlie the vertical sideportions 237 of the member 233. These brackets 236 are connected to theceiling wires 231 by means of adjustable eye elements, designated at238.

Each optical channel 61 has an optical fiber 78 and a mirror 239 that isso arranged and mounted at the end of the fiber 78 as to transmit lightsignals delivered thereby into the subdivision associated with thechannel 61. It is also so arranged and mounted as to transmit lightsignals received from units in the subdivision associated with thechannel 61 to the optical fiber 78.

The horizontal portion 234 of the elongated H-shaped member 233 has aseries of longitudinally spaced apart pairs of aperatures 240 that aretransversely spaced apart in the structure. Each pair of aperatures 240is located adjacent to a web component 241 that depends from thehorizontal portion 234 and extends transversely of and between thevertical side portions 237 of member 234. An appropriate pair of opticalfibers 78 that are used in servicing contiguous subdivisions in adjacentrows extend through the aperatures 240 of each row as generally seen inFIG. 7B. Each fiber extends through and is mounted in the adjacent webcomponent 241 of the member 234 and in optical alignment with the mirror239 associated with the optical fiber 78.

The mirror 239 is adjustably mounted and is configured to project thelight signals received from the optical fiber into the subdivision withwhich it is associated and in a pattern which is illustrated as a squarepattern at 243 in FIG. 5. Any suitable pattern which is designed toaccommodate signal reception and transmission by a relay unit located inthe subdivision would, of course, be satisfactory and, in practice, apattern which overlaps adjacent subdivisions to some extent would befound to be satisfactory in most cases.

FIGS. 8-10

As previously indicated, in the preferred embodiment, the relay unitsare mounted on a shopping cart. FIGS. 8-10 show a relay unit 70 aspreferrably mounted on the handle of a nesting type shopping cart thatis equipped with a childs seat and in common use in supermarkets today.

As far as the relay unit 70 is concerned, most of the components arehoused in a two piece plastic case 245. The screen 77 of the visualdisplay device 72 is exposed for viewing at the viewing side 246 of thecase 245 and the loud speaker 75 is similarly positioned and exposed forsound transmission at the viewing side 246 of the case. As seen in FIG.10, the viewing side 246 is also privided with a card 247 bearinginstructions relating to the use of the unit 70 as well as the controlswitches 126, 128, 129, 130, 131, 138 and 104 referred to in theconsideratioin of FIG. 3. At the top side 248 of the case 245, the solarcells 97 are exposed in two spaced apart arrays, designated at 246 so asto receive the necessary light within the marketing area 33 that isuseful in recharging the power supply 94 (FIG. 3). Here, at the top side248, the input and output diodes 87 and 107 of the receiver system 85and signal generating circuit 106 area also mounted.

The shopping cart 26 includes a basket section 251 which tapers towardthe front end of the cart to facilitate nesting of the carts. The basketsection 251 has a rear wall 252 that is pivotally suspended from ahorizontal cross member 253 which is bent at its opposite ends toprovide a pair of inclined side members 254 that are fixed to and formpart of the opposite side walls 255 of the basket. The upper end of therear wall 252 has a horizontal cross piece 256 which is bent at itsopposite ends to form a pair of upwardly projecting eyelets 257 thatembrace the horizontal cross member 253 to provide the pivotalconnection with the other parts of the basket. The rear wall 252, asthus connected, is capable of pivotal movement in the direction of arrow260 about the axis of cross member 253 and to a horizontal position. Atthe inside of the basket 251, the rear wall 252 supports a foldable seat258 for a child and which is mounted on the wall 252 for pivotalmovement in the direction of arrow 259 and into a useable position. Thisfoldable seat 258 is seen in its folded position in the drawings and issimply carried to the horizontal position when the rear wall 252 iscaused to pivot thereinto.

The handle 262 for the shopping cart is formed by a pair of parallel andhorizontally arranged cross members 263 and 264. Member 263 is bent atits opposite ends to provide a pair of rigid support members 265 at theopposite side walls 255 of the basket while member 264 is also bent atits opposite end to provide a pair of rigid support members 256 at suchopposite sides walls 255.

The case 245 has a depending mid-section 268 and the handle formingmembers 263 and 264 entend through and are fixed to the mid-section 268in the mounting arrangement provided on the cart for the relay unit 70.As thus mounted, the case 245 extends upwardly from the handle 262 so asto avoid interference during nesting of the shopping carts for storagepurposes. Furthermore, the viewing side 246 of the case 245 is arrangedat a small angle to the vertical so as to facilitate viewing of thescreen 77 by the shopper from a cart pushing position from behind thecart 28, as is evident from FIG. 8.

To provide hand grips 269 on the handle 262, a pair of elongated andpreformed elements 270 are provided at each side of the mid-section 268.These elements as seen in FIGS. 8 and 10 are interconnected by a pair offasteners 271 that extend between the handle forming cross members 263and 264.

FIGS. 11-19

FIG. 11 shows certain zones in the marketing area which in accord withthe operating program are dedicated during the time period of theshopping tour to be considered below to the reception of predeterminedmessages and into which signals bearing such messages are delivered.Within the zones, the messages are relayed to the shoppers by means ofthe relay units 27 that are mounted on the shopping carts 28.

These zones are seen in FIG. 11 and include zones 271, 272, 273, 274,275, 276, 277, 278, 279, 280, and 281 which are dedicated to receivingaudio message productions, zones 282, 283, 284, 285, 286 and 287 whichare dedicated to receiving vidio message productions, zones 288, 289,290 and 291 which are dedicated to the reception of both audio and videomessages, and zones 292, 293, 294 and 295 which are dedicated to thereception of traveling word messages.

In the illustration, the shopping carts which are not in use areretained and stored in one of the storage areas 225. A shopper, afterentering the marketing area 33 through entrance 226, withdraws ashopping cart from a storage area 225 and depresses the on/off switch104 of the relay unit mounted on the cart so as to energize the unit.This is done from prior experience or pursuant to instructions imprintedon the card 147 located at the viewing side 246 of the case 245 for theunit (FIG. 10) in the current embodiment. However, initiation of theunit's operation may be cause to take place automatically if desired.

Upon withdrawal from the storage area 225, the cart enters a zone 276which is dedicated to the reception of an audio message in theillustrated embodiment. The message transmitted and relayed in this zone276 may be one which is primarily instructive as to the operation of themessage relay unit.

When the relay unit is energized, the Shopping List Data File and theGraphics Display Data File are immediately received and stored in theon-board computer memory as previously indicated. As soon as thishappens, the shopping list 132 and arrows 133 appear on the screen 77 ofthe visual display device 72 (FIG. 12). This happens while the shopperand cart are still within the audio message zone 276, such as atposition 297 in FIG. 11. Here, the shopper may select those items fromthe list 132 which are being considered for purchase and enter the itemsin the Selected Product Record as previously indicated.

After a 15 sec. time interval has expired from the last entry of an itemin the Selected Product Record or from the last manipulation of any oneof the switches 126, 128, 129, 130, and 131 associated with the shoppinglist display, the graphics display of the marketing area and themerchandizing display facilities in the total area mode of viewingappears on the screen 77 (FIG. 13). Under such circumstances the itemsselected by the shopper from the list 132 and entered in the SelectedProduct Record of the on-board computer memory appear as marks 157 onthe depicted display facilities and the location of the cart in themarketing area appears as a mark 155 in the traversable area depicted bythe display (FIG. 13). The shopping cart location depicted by mark 155in FIG. 13 assumes that the shopper has progressed from position 297 toposition 299 at the time the graphics display seen in FIG. 13 wasgenerated.

In the illustrated shopping tour of the marketing area depicted in FIG.11, the shopper is seen to progress from position 298 to 299. As theshopper moves to this position 299, it is assumed that the shopperdepresses switch 138 so as to call for the local display mode ofviewing. As previously indicated, this enlarges the graphics display asviewed on the screen 77 and centers it around the location of the cart.As such, the graphics display of the marketing area takes on thecharacter generally depicted in FIG. 14 when the shopping cart reachesthe position depicted at 299. Under such circumstances, the shoppingcart is depicted by the mark 145 and the depicted shopping area iscentered around and in the immediate vacinity of the shopping cart.

FIG. 15 shows the general character of the display under the localdisplay mode of operation when the cart reaches the position designatedat 300 in FIG. 11. At this position, it may be assumed for purposes ofillustration, that the shopper picked up a magazine that was on displayat the magazine display facility 222 and placed it on the shopping cart.

FIG. 16 depicts the view on the screen 77 of the visual display device72 under the local display mode of operation when the shopper reachesthe position designated at 301 in FIG. 11. Here, in FIG. 16, it will beseen that the word "EGGS" appears in the depiction of the dairy productdisplay 217 and that the words "BREAD" and "SPAGETTI" appear in thedepictions of the open shelves 213 seen in FIG. 11. These names 135 ofitems which have been selected by the shopper from the list 132 andentered in the Selected Product Record serve to prompt the shopper intomaking the selection of the named item as the display location for theitem is passed during the tour of the shopping area. As such, when thecart reaches position 301, the shopper is prompted into picking up asuitable quantity of eggs.

It will also be noted in FIG. 11, that upon reaching position 301, thecart has entered an audio message zone 273. This audio message mayadvertise some special low pricing or other attractive purchasingfeature for certain products that are located in the dairy productsdisplay 217 as the shopper continues on the shopping tour from position301 to position 302 As seen in FIG. 17, the words "CANNED PEACHES"appears in the product display depicted therein for the open shelves 213shown at position 302 in FIG. 11. This again represents an item previousselected from the shopping list by the shopper and entered in theSelected Product Record. As such, the shopper is again prompted to stopand pick up the selected item.

Upon progressing along the tour path, the shopping cart reaches theposition designated at 303 in FIG. 11. Here, the visual display depictsthe proximate market area in the local area mode of viewing seen in FIG.18 and wherein the location of the previously selected milk item isdepicted by the word "MILK". Again, the shopper is prompted to stop andpick up the selected item.

While venturing further along the tour route from position 303 toposition 305 in FIG. 11, the shopping cart enters an audio message zone271 which may be dedicated to the advertising of products available atthe deli 219. This causes the shopper in the illustration to stop atposition 305 to make a selection thereat.

At position 305, the shopper may depress switch 138 to provide amarketing area graphics display in the total area viewing mode which islike that seen in FIG. 13., except for the indicated location for theshopping cart. This mode of viewing gives the shopper a better overallidea of the path to thereafter traverse to expedite completition of theshopping tour because it shows by means of the item designating marks157 the general locations of the merchandising displays for theremaining items that have been selected. As such, the shopper proceedsto positions 306 and 307 in aisle #2 to pick up the selected itemsdisplayed therein.

Thereafter, the shopper proceeds as indicated in FIG. 11 to position 308and picks up the selected item displayed thereat. Here, the shopperenters a zone 291 which is depicted to the reception of audio and videomessages and which serve to advertise an item on display in theproximity of the zone 291. Upon entering the zone 291, the graphicsdisplay of the shopping area is discontinued and upon leaving the zone291, the total graphics display mode of operation is again resumed.

Thereafter, as the shopper enters the zone designated at 295, atraveling word message is superimposed on the graphics display of themarketing area 33 and which may advertise a product in the proximity ofthe zone. Within this zone 295, the shopper in the illustrations stopsat position 309 to remove from the display area a previously selecteditem that is designated on the total area view of the graphics displayof the marketing area shown thereon.

Thereafter, as the shopper continues on the shopping tour and traversesthe zone designated at 287, a video message advertising an item ondisplay in the open displays 213 proximate to the zone 207 appears onthe screen 77 of the visual display device 75. Upon entering the zone287, the graphics display of the shopping area is discontinued and thevideo display commences. Receipt of the video message signal terminatesas the shopping cart leaves the zone 287 and here the graphics displayof the shopping area is resumed and continues until the shopper enterszone 286.

As the shopper (relay unit) enters zone 286, the graphics display of themarketing area is discontinued and yet another video message appears onthe screen 77. At position 310, the previously selected item depicted inaisle #5 of FIG. 13 is picked up by the shopper. Thereafter, the videomessage is terminated as the cart leaves the zone 286. Upon leaving thezone 286, the total viewing mode of the graphics display is resumed andcontinues until the next video zone at 285 along the depicted shoppingpath is entered by the shopper.

As the shopping cart moves (FIG. 11) through the positions designated at311 and 312, the shopper is moving through an audio zone 279 which isused in the illustration to advertise meat products. After makingappropriate meat selections, it may be assumed that the shopper againviews the screen 77 of the visual display device 75 and notes the priorfailure to pick up the selected items shown in aisles #7 and #6 of FIG.13. As such, the shopper proceeds to position 313 and picks up theselected item on display thereat and thereupon proceeds further toposition 314. At this position 314, the shopper again picks up theselected item on display thereat. However, upon entering the position314, the shopper (relay unit) entered a zone 274 for the reception ofaudion messages that are relayed over the loud speaker of the unit. Inthis case, it may be assumed that the shopper was influenced by theaudio message and stopped at position 315 to pick up an item forming thesubject matter of the message.

Following the selection of the item at position 315, the shopperproceeds to position 316 and picks up the item contemplated by theindicia 157 seen thereat in FIG. 13. The shopper then proceeds toposition 317. As seen in FIG. 11, the shopper enters a video zone 285 inaisle #8. Here again, the graphics display is discontinued upon enteringthe zone 285 and resumes upon leaving the zone. At position 317, theshopper picks up the selected item and proceeds along the path to thenext position in aisle #9 as seen in FIG. 11.

At position 318, the shopper picks up the last of the items selectedfrom the list, encounters an audio message that is being received andrelayed in zone 280 and proceeds to position 319 at the checkoutcounters 223. Here, the shopping cart enters a zone 288 for thereception and relay of audio and video messages.

It will also be evident that various uses may be made of the datarecorded in the computer memory. For example, a separate and compositelist of the names and aisle locations of the selected items may be madefor viewing on the screen. Furthermore, such a composite list may bemade up and organized according to the aisle locations.

It should also be pointed out that the light signal delivery system maytake on various different forms that will be apparent to those skilledin the art. Thus, although optical fibers are used as components of themain and auxiliary optical channels described in the illustratedembodiment, and mirrors are illustrated as being used in transmittingthe light signals in the marketing area, it is evident that otheroptical systems and devices may be used, such as prisms, compoundmirrors, etc.

It may also be pointed out at this time that a suitable silent oraudible alarm system may be incorporated in the relay units and used todetect the passage of the shopping cart and the relay unit mountedthereon from the marketing area. Thus appropriate signals may bedelivered into appropriate zones at the entrance and exit of themarketing area so as to activate such alarm systems. Similarly systemsmay be used where the shopping carts are permitted to pass intoautomotive parking areas in the proximity of the marketing areas.

A video picture as contemplated herein may involve the transmission andreproduction of one or more transient images of a fixed or movingobject. Thus the repeated transmission of a single frame of a videoproduction so as to provide a still picture on the visual display deviceis contemplated.

After the cart is unloaded, the clerk moves the cart to position 320where switch 104 is depressed to de-energize the relay unit. When theunit is de-energized, the Selected Product Record is erased among otherthings. It will be evident that the units may be also shut off orde-energized automatically by several different methods. Followingde-energizing of the unit, the cart may then be placed in the storagearea 225 ready for use by the next customer.

General

In the preferred embodiment disclosed herein, the various signals aregenerated and transmitted as light signals. It will be evident to thoseskilled in the art, however, that radio frequency (rf) generation andtransmission techniques may be used in lieu thereof in accord withcertain aspects of the invention.

Furthermore, although the preferred embodiment involves the generationand transmission of message bearing signals, it is evident that one ormore of the messages may be recorded in an on-board computer memory of arelay unit and later called forth for display on a visual display deviceor for audio presentment on a loud speaker component of the unit. Thismay be done by providing a suitable sensor detection system in the relayunits for detecting sensors which are strategically located throughoutthe shopping area and associated with respective items on display in themarketing area. Such a system may have a plurality of circuits which areassociated with the respective messages and with the respective sensorsand which are selectively enabled when the sensor associated therewithis detected to thereby initiate the display or broad cast by the relayunit of the message associated therewith.

Furthermore, while incremental transmissions of certain messageproductions, (e.g. video productions) have been described in presentingthe preferred embodiment, it will be appreciated that the continuoustransmission of a message production either for storage and subsequentdisplay of the production or for simultaneous display of the productionis also contemplated in accord with certain aspects of the invention.

While only a preferred embodiment of this invention has been shown anddescribed by way of illustration, many modifications will occur to thoseskilled in the art and it is, therefore, desired that it be understoodthat it is intended herein to cover all such modifications as fallwithin the true spirit and scope of the invention.

What is claimed as new and what it is desired to secure by LettersPatent of the United States is set forth below.
 1. A communicationsystem for communicating with shoppers in a marketing area that isprovided with a plurality of shopping carts for use in carrying itemsselected for purchase comprising(a) a plurality of message relay unitsthat are supported on and movable with the respective shopping cartsabout the marketing area, and (b) means located apart from said unitsfor generating message bearing light signals which are receivable bysaid units; each of said message relay units having(1) a messagetransmission system for transmitting messages borne by said messagebearing light signals and having a video display device for transmittingvisually displayable messages borne by signals generated by said means,(2) a computer connected with the video display device for controllingthe operation of the video display device and (3) a signal receiversystem connected with the computer for receiving said message bearinglight signals.
 2. A communication system in accord with claim 1whereinsaid message bearing light signals include a first signal with avisually displayable list of items that are available for purchase andon display in the marketing area.
 3. A communication system in accordwith claim 1 whereinsaid message bearing light signals include a firstsignal with a visually displayable list of items that are available forpurchase and on display in the marketing area, and said first signalalso includes visually displayable indicia which are associated with therespective items on said list and which are indicative of the locationsthereof in the marketing area.
 4. A communication system in accord withclaim 1 whereinsaid message bearing light signals include a first signalwith a visually displayable list of items that are available forpurchase and on display in the marketing area, said list has portionswhich are separately displayable on said video display device, and eachof said message relay units also have(4) computer controller switchingmeans connected with the computer and being located apart from saidvideo display device and selectively operable by a shopper to change theportion of the list of items being visually displayed on said videodisplay device.
 5. A communication system in accord with claim 1whereinsaid message bearing light signals include a first signal with avisually displayable list of items that are available for purchase andon display in the marketing area, said list has portions which areseparately displayable on said video display device, said first signalalso includes visually displayable indicia which are associated andvisually displayable with the respective items on said list and whichare indicative of the locations thereof in the marketing area, saidcomputer has a memory, and each of said message relay units also has(4)a control circuit operating under the control of said computer forcontrolling the operation of said video display device, said controlcircuit being controllable by said computer, when a list portion isbeing displayed on said device, to thereon generate an item denotingindicia which denotes an item on the list portion being visuallydisplayed thereon, (5) computer controller switching means connectedwith the computer and being located apart from said video display deviceand operable by a shopper to change the portion of the list of itemsbeing visually displayed on said video display device, (6) computercontroller switching means connected with the computer and being locatedapart from said video display device and operable by a shopper to movesaid item denoting indicia to a selected item on a list portion beingvisually displayed on said video display device, and (7) computercontroller switching means connected with the computer and being locatedapart from said video display device and operable by a shopper, when theitem denoting indicia denotes an item on a visually displayed listportion, to record the denoted item in said memory of said computer. 6.A communication system in accord with claim 1 whereinsaid messagebearing light signals include a first signal with a visually displayablelist of items that are available for purchase and on display in themarketing area, said list has portions which are separately displayableon said video display device, said first signal also includes visuallydisplayable indicia which are associated and visually displayable withthe respective items on said list and which are indicative of thelocations thereof in the marketing area, said computer has a memory, andeach of said message relay units also has(4) a control circuit operatingunder the control of said computer for controlling the operation of saidvideo display device, said control circuit being controllable by saidcomputer, when a list portion is being displayed on said device, tothereon generate an item denoting indicia which denotes an item on thelist portion being visually displayed thereon, (5) computer controllerswitching means connected with the computer and being located apart fromsaid video display device and operable by a shopper to change theportion of the list of items being visually displayed on said videodisplay device, (6) computer controller switching means connected withthe computer and being located apart from said video display device andoperable by a shopper to move said item denoting indicia to a selecteditem on a list portion being visually displayed on said video displaydevice, and (7) computer controller switching means connected with thecomputer and being located apart from said video display device andoperable by a shopper, when the item denoting indicia denotes an item ona visually displayed list portion, to record the denoted item in saidmemory of said computer, said memory record being addressable by thecomputer for controlling said control circuit to generate indicia onsaid video display device which is indicative of the location in themarketing area of the denoted item recorded by the operation of therecord producing controller means.
 7. A communication system in accordwith claim 1 whereinsaid message bearing light signals include a firstsignal with a visually displayable graphics display depicting the floorplan and merchandising displays in said marketing area.
 8. Acommunication system in accord with claim 1 whereinsaid message bearinglight signals include a first signal with a visually displayablegraphics display depicting the floor plan and merchandising displays insaid marketing area, and each of said message relay units also has(4) acontrol circuit operating under the control of said computer forcontrolling the operation of said video display device, and (5) computercontroller switching connected with the computer and being located apartfrom said video display device and operable by a shopper for controllingthe operation of said circuit to generate indicia on said video displaydevice when said graphics display is visually thereon, such indiciabeing indicative of the location in the marketing area of an itemavailable for purchase and on display therein.
 9. A communication systemin accord with claim 1 whereinsaid message bearing light signals includea first signal with a visually displayable graphics display depictingthe floor plan and merchandising displays in said marketing area, andeach of said message relay units also has(4) computer controllerswitching means connected with the computer and being located apart fromsaid video display device and operable by a shopper, when said graphicsdisplay is visually displayed on said video display device, to limit thevisual display of the depicted marketing area to an area proximate tothe shopping cart on which the unit is supported.
 10. A communicationsystem in accord with claim 1 whereinsaid message bearing light signalsinclude a first signal with a visually displayable graphics displaydepicting the floor plan and merchandising displays in said marketingarea, and each of said message relay units also has(4) a control circuitoperating under the control of said computer for controlling theoperation of said video display device, said control circuit beingcontrolled by said computer, when said graphics display of saidmarketing area is being displayed on said video display device, togenerate indicia thereon that is indicative of the location of theshopping cart in said marketing area.
 11. A communication system inaccord with claim 1 whereinsaid message bearing light signals include afirst signal with a visually displayable graphic display depicting thefloor plan and merchandising displays in said marketing area, and eachof said message relay units also has(4) a control circuit operatingunder the control of said computer for controlling the operation of saidvideo display device, said control circuit being controlled by saidcomputer, when said graphics display of said marketing area is beingdisplayed on said video display device, to generate indicia that isindicative of the location of the shopping cart in said marketing area,(5) computer controller switching means connected with the computer andbeing located apart from said video display device and operable by ashopper for generating indicia on said video display device when saidgraphics display is visually displayed thereon, such indicia beingindicative of the location in the marketing area of an item availablefor purchase and on display therein, and (6) computer controllerswitching means connected with the computer and being located apart fromsaid video display device and operable by a shopper, when said graphicsdisplay is visually displayed on said video display device, to limit thevisual display of the depicted marketing area to an area proximate tothe shopping cart on which the unit is mounted.
 12. A communicationsystem in accord with claim 1 whereinsaid message bearing light signalsincludea first signal with a visually displayable list of items that areavailable for purchase and on display in the marketing area, and asecond signal with a visually displayable graphics display depicting thefloor plan and merchandising displays in said marketing area.
 13. Acommunication system in accord with claim 1 whereinsaid message bearinglight signals includea first signal with a visually displayable list ofitems that are available for purchase and on display in the marketingarea and a second signal with a visually displayable graphics displaydepicting the floor plan and merchandising displays in said marketingarea, said list has portions which are separately displayable on saidvideo display device, said first signal also includes visuallydisplayable indicia which are associated and visually displayable withthe respective items on said list and which are indicative of thelocations thereof in the marketing area, said computer has a memory, andeach of said message relay units also has(4) a control circuit operatingunder the control of said computer for controlling the operation of saidvideo display device, said control circuit being controllable by saidcomputer, when a list portion is being displayed on said device, tothereon generate an item denoting indicia which denotes an item on thelist portion being visually displayed thereon, (5) computer controllerswitching means connected with the computer and being located apart fromsaid video display device and operable by a shopper to change theportion of the list of items being visually displayed on said videodisplay device, (6) computer controller switching means connected withthe computer and being located apart from said video display device andoperable by a shopper to move said item denoting indicia to a selecteditem on a list portion being visually displayed on said video displaydevice, and (7) computer controller switching means connected with thecomputer and being located apart from said video display device andoperable by a shopper, when the item denoting indicia denotes an item ona visually displayed list portion, to record the denoted item in saidmemory of said computer.
 14. A communication system in accord with claim1 whereinsaid message bearing light signals includea first signal with avisually displayable list of items that are available for purchase andon display in the marketing area and a second signal with a visuallydisplayable graphics display depicting the floor plan and merchandisingdisplays in said marketing area, and each of said message relay unitsalso has(4) computer controller switching means connected with thecomputer and being located apart from said video display device andoperable by a shopper to generate indicia on said video display devicewhen said graphics display is visually displayed thereon, such indiciabeing indicative of the location in the marketing area of an itemavailable for purchase and on display therein.
 15. A communicationsystem in accord with claim 1 whereinsaid message bearing light signalsincludea first signal with a visually displayable list of items that areavailable for purchase and on display in the marketing area and a secondsignal with a visually displayable graphics display depicting the floorplan and merchandising displays in said marketing area, and each of saidmessage relay units also has(4) a control circuit operating under thecontrol of said computer for controlling the operation of said videodisplay device, said control circuit being controlled by said computer,when said graphics display of said marketing area is being displayed onsaid video display device, to generate indicia that is indicative of thelocation of the shopping cart in said marketing area, (5) computercontroller switching means connected with the computer and being locatedapart from said video display device and operable by a shopper togenerate indicia on said video display device when said graphics displayis visually displayed thereon, such indicia being indicative of thelocation in the marketing area of an item available for purchase and ondisplay therein, and (6) computer controller switching means connectedwith the computer and being located apart from said video display deviceand operable by a shopper, when said graphics display is visuallydisplayed on said video display device, to limit the visual display ofthe depicted marketing area to an area proximate to the shopping cart onwhich the unit is mounted.
 16. A communication system in accord withclaim 1 whereinsaid message bearing light signals includea first signalwith a visually displayable list of items that are available forpurchase and on display in the marketing area and a second signal with avisually displayable graphics display depicting the floor plan andmerchandising displays in said marketing area, said list having portionswhich are separately displayable on said video display device, saidfirst signal also includes visually displayable indicia which areassociated and visually displayable with the respective items on saidlist and which are indicative of the locations thereof in the marketingarea, and said computer has a memory; each of said message relay unitsalso has(4) a control circuit operating under the control of saidcomputer for controlling the operation of said video display device,said control circuit being controllable by said computer, when a listportion is being displayed on said device, to thereon generate an itemdenoting indicia which denotes an item on the list portion beingvisually displayed thereon, (5) computer controller switching meansconnected with the computer and being located apart from said videodisplay device and operable by a shopper to change the portion of thelist of items being visually displayed on said video display device, (6)computer controller switching means connected with the computer andbeing located apart from said video display device and operable by ashopper to move said item denoting indicia to a selected item on a listportion being visually displayed on said video display device, and (7)computer controller switching means connected with the computer andbeing located apart from said video display device and operable by ashopper, when the item denoting indicia denotes an item on a visuallydisplayed list portion, to record the denoted item in memory of saidcomputer; said control circuit being controlled by said computer, whensaid graphics display of said marketing area is being displayed on saidvideo display device, to generate indicia that is indicative of thelocation of the shopping cart in said marketing area, and each of saidmessage relay units also has(8) computer controller switching meansconnected with the computer and being located apart from the said videodisplay device and selectively operable by a shopper, when said graphicsdisplay is visually displayed on said video display device, to limit thevisual display of the depicted marketing area to an area proximate tothe shopping cart on which the unit is mounted.
 17. A communicationsystem in accord with claim 1 whereinsaid message beating light signalsinclude video picture signals that involve one or more transient imagesof items which are selectable for purchase in the marketing area.
 18. Acommunication system in accord with claim 1 whereinsaid message bearinglight signals include video picture signals that involve one or moretransient images of items which are selectable for purchase by shoppersin the marketing area, and each of said message relay units also have(4)a video picture bearing signal storage facility that operates under thecontrol of said computer.
 19. A communication system in accord withclaim 1 whereinsaid message bearing light signals include video picturesignals that involve one or more transient images of items which areselectable for purchase by the shoppers in the marketing area, and eachof said message relay units also have(4) a video picture bearing signalstorage facility for storing video picture signals and which isconnected with said computer for the passage of such video picturesignals therebetween.
 20. A communication system in accord with claim 1whereinsaid message bearing light signals include a signal with atraveling word message.
 21. A communication system for communicatingwith shoppers in a marketing area that is provided with a plurality ofshopping carts for use in carrying items selected for purchasecomprising(a) a plurality of message relay units that are supported onthe respective shopping carts for movement about the marketing areatherewith, and (b) means located apart from said units for generatingmessage bearing light signals which are receivable by said units andinclude video picture signals that involve one or more transient imagesof items which are selectable for purchase by the shoppers in themarketing area; each of said message relay units having(1) a messagetransmission system for transmitting visually displayable messages whichare borne by signals generated by said generating means and having avideo display device for transmitting video pictures associated withsaid video picture signals, said transmission system also having acontrol circuit for controlling the operation of said device.
 22. Acommunication system for communicating with shoppers in a marketing areathat is provided with a plurality of shopping carts for use in carryingitems selected for purchase comprisinga plurality of message relay unitsthat are supported on the respective shopping carts for movement aboutthe marketing area therewith, and (b) means located apart from saidunits for generating message bearing signals which are receivable bysaid units and include video picture signals that involve one or moretransient images of items which are selectable for purchase by theshoppers in the marketing area; each of said message relay unitshaving(1) a message transmission system for transmitting visuallydisplayable messages which are borne by signals generated by saidgenerating means and having a video display device for transmittingvideo pictures associated with said video picture signals, saidtransmission system also having a control circuit for controlling theoperation of said device; said generating means including a light signalgenerating system, said communication system further comprising(c) asignal delivery system that is connected with the light signalgenerating system for passing said message bearing signals to themarketing area and includinga network of optical channels which areoptically connected to said light signal generating system and which, inthe marketing area, are offset from and overlie the floor thereof, andeach of said optical channels being arranged to deliver a light signalgenerated by said light signal generating system to a predeterminedsubdivision of the marketing area.
 23. A communication system forcommunicating with shoppers in a marketing area that is provided with aplurality of shopping carts for use in carrying items selected forpurchase comprising(a) a plurality of message relay units that aresupported on the respective shopping carts for movement about themarketing area therewith, and (b) means located apart from said unitsfor generating message bearing signals which are receivable by saidunits and include video picture signals that involve one or moretransient images of items which are selectable for purchase by theshoppers in the marketing area; each of said relay units having(1) amessage transmission system for transmitting visually displayablemessages which are borne by signals generated by said generating meansand having a video display device for transmitting video picturesassociated with said video picture signals, said transmission systemalso having a control circuit for controlling the operation of saiddevice; said generating means including a light signal generatingsystem, said communication system further comprising(c) a signaldelivery system that is connected with the light signal generatingsystem for passing said message bearing signals to the marketing areaand including a network of optical channels which are opticallyconnected to said generating system and which, in the marketing area,are offset from and overlie the floor thereof, each of said opticalchannels being arranged to deliver a light signal generated by saidlight signal generating system to a predetermined subdivision of themarketing area, and each of said message relay units also having(2) acomputer connected with said control circuit for controlling theoperation thereof, and (3) a signal receiver system connected with thecomputer for receiving message bearing signals delivered to thesubdivisions.
 24. A communication system for communicating with shoppersin a marketing area that is provided with a plurality of shopping cartsfor use in carrying items selected for purchase comprising(a) aplurality of message relay units that are supported on the respectiveshopping carts for movement about the marketing area therewith, and (b)means located apart from said units for generating message bearingsignals which are receivable by said units and include video picturesignals that involve one or more transient images of items which areselectable for purchase by the shoppers in the marketing area; each ofsaid message relay units having(1) a message transmission system fortransmitting visually displayable messages which are borne by signalsgenerated by said generating means and having a video display device fortransmitting video pictures associated with said video picture signals,said transmission system also having a control circuit for controllingthe operation of said device; said generating means including a lightsignal generating system, said communication system furthercomprising(c) a signal delivery system that is connected with the lightsignal generating system for passing said message bearing signals to themarketing area and including a network of optical channels which areoptically connected to said light signal generating system and which inthe marketing area are offset from and overlie the floor thereof, eachof said optical channels being arranged to deliver a light signalgenerated by said light signal generating system to a predeterminedsubdivision of the marketing area, and each of said message displayunits also having(2) a computer connected with said control circuit forcontrolling the operation thereof, (3) a signal receiver systemconnected with the computer for receiving message bearing signalsdelivered to the subdivisions, and (4) a signal generating circuit forgenerating a light signal; said communication system furthercomprising(d) detecting means remote from said units for detecting thelight signals generated by the signal generating circuits of said units.25. A communication system for communicating with shoppers in amarketing area that is provided with a plurality of shopping carts foruse in carrying items selected for purchase comprising(a) a plurality ofmessage relay units that are supported on and moveable with therespective shopping carts about the marketing area for transmittingmessages borne by signals received by the units, (b) a signal generatingsystem that is apart from said units for generating message bearinglight signals which are receivable by said units, and (c) a signaldelivery system that is connected with the generating system for passingsaid message bearing light signals to the marketing area and includesaplurality of optical channels which are optically connected to saidgenerating system, (d) a computer that is apart from said units andconnected with said generating system for controlling the operation ofsaid generating system, and (e) a visually displayable message filestorage facility connected with and operating under the control of saidcomputer; each of said optical channels being arranged to pass a lightsignal received from said generating system to a predeterminedsubdivision of the marketing area, said storage facility having avisually displayable message file and being controllable by saidcomputer to deliver a signal bearing the visually displayable messagefrom the file to said generating system, said generating system beingcontrollable by said computer to generate a light signal bearing thevisually displayable message of the signal delivered thereto.
 26. Acommunication system for communicating with shoppers in a marketing areathat is provided with a plurality of shopping carts for use in carryingitems selected for purchase comprising(a) a plurality of message relayunits that are fixed to and mounted on the respective shopping cart formovement about the marketing area therewith, (b) a signal generatingsystem that is apart from said units for generating message bearinglight signals receivable by said units, and (c) a signal delivery systemconnected with the generating system for passing said message bearinglight signals to the marketing area includinga network of opticalchannels which are optically connected to said generating system and inthe marketing area are offset from and overlie the floor thereof, (d) acomputer that is apart from said units and connected with saidgenerating system for controlling the operation of said generatingsystem, and (e) a visually displayable message file storage facilityconnected with and operating under the control of said computer; each ofsaid optical channels being arranged to pass a light signal receivedfrom said generating system to a predetermined subdivision of themarketing area, said storage facility having a visually displayablemessage file and being controllable by said computer to deliver a signalbearing the visually displayable message from the file to saidgenerating system, said generating system being controllable by saidcomputer to generate a light signal bearing the visually displayablemessage of the signal delivered thereto from the file and to deliver thegenerated light signal to selected ones of said optical channels, andsaid selected ones of said optical channels being arranged in thenetwork to pass the light signal delivered thereto to a plurality ofsubdivisions of the marketing area that are contiguous and define a zonein which the displayable message bearing light signals are receivable bysaid units, each of said message relay units having(1) a visual displaydevice for displaying the visually displayable message of a light signalreceived thereby, said device having a control circuit, (2) a computerconnected with said control circuit for controlling the operationthereof, and (3) a signal receiver system connected with the computer ofthe unit for receiving a signal bearing the displayable message in saidzone.
 27. The combination of:a shopping cart for carrying items selectedfor purchase in a marketing area, a message relay unit supported by andmovable with said shopping cart, and means for generating and deliveringvisually displayable message bearing signals to the message relay unitincluding signals with a visually displayable video picture of an itemthat is selectable for purchase in the marketing area, said messagerelay unit including(a) a message transmission system having a videodisplay device for transmitting visually displayable messages borne bythe visually displayable message bearing signals that are delivered tothe unit, (b) a computer connected with the video display device forcontrolling the operation thereof, and (c) a receiver system connectedwith the computer for receiving the visually displayable message bearingsignals delivered to the unit.
 28. The combination in accord with claim27 whereinsaid visually displayable message bearing signals include asignal with a visually displayable list of items that are available forpurchase and on display in the marketing area.
 29. The combination inaccord with claim 27 whereinsaid visually displayable message bearingsignals include a signal with a visually displayable list of items thatare available for purchase and on display in the marketing area, saidlist has portions which are separately displayable on said video displaydevice, and said message relay unit also includes(d) a computercontroller means connected with the computer and operable by a shopperto change the portion of the list of items being visually displayed onsaid video display device.
 30. The combination in accord with claim 27whereinsaid visually displayable message bearing signals include asignal with a visually displayable list of items that are available forpurchase and on display in the marketing area, said list has portionswhich are separately displayable on said video display device, saidsignal also includes indicia which are associated and visuallydisplayable with the respective items on said list and which areindicative of the locations thereof in the marketing area, said computerhas a memory, and said message relay unit also includes(d) a controlcircuit operating under the control of said computer for controlling theoperation of said video display device, said control circuit beingcontrollable by said computer, when a list portion is being displayed onsaid display device, to generate an item denoting indicia on saiddisplay device which denotes an item on the list portion being visuallydisplayed thereon, (e) computer controller means connected with thecomputer and operable by a shopper to change the portion of the list ofitems being visually displayed on said video display device, (f)computer controller means connected to the computer and operable by ashopper to move said item denoting indicia to a selected item on a listportion being visually displayed on said video display device, and (g)computer controller means connected to the computer and operable by ashopper, when the item denoting indicia denotes an item on a visuallydisplayed list portion to record the denoted item in the memory of saidcomputer.
 31. The combination in accord with claim 27 whereinsaidvisually displayable message bearing signals include a signal with avisually displayable list of items that are available for purchase andon display in the marketing area, said list has portions which areseparately displayable on said video display device, said signal alsoincludes indicia which are associated and visually displayable with therespective items on said list and which are indicative of the locationsthereof in the marketing area, said computer has a memory, and saidmessage relay unit also includes(d) a control circuit operating underthe control of said computer for controlling the operation of said videodisplay device, said control circuit being controllable by saidcomputer, when a list portion is being displayed on said display device,to thereon generate an item denoting indicia on said display devicewhich denotes an item on the list portion being visually displayedthereon, (e) computer controller means connected with the computer andoperable by a shopper to change the portion of the list of items beingvisually displayed on said video display device, (f) computer controllermeans connected with the computer and operable by a shopper to move saiditem denoting indicia to a selected item on a list portion beingvisually displayed on said video display device, and (g) computercontroller means connected with the computer and operable by a shopper,when the item denoting indicia denotes an item on a visually displayedlist portion, to record the denoted item in said memory of saidcomputer, said memory record being addressable by the computer forcontrolling said control circuit to generate indicia on said videodisplay device which is indicative of the location in the marketing areaof the denoted item recorded by the operation of the record producingcontroller means.
 32. The combination in accord with claim 27whereinsaid visually displayable message bearing signals include asignal with a visually displayable graphics display depicting the floorplan and merchandising displays in said marketing area.
 33. Thecombination in accord with claim 27 whereinsaid visually displayablemessage bearing signals include a signal with a visually displayablegraphics display depicting the floor plan and merchandising displays insaid marketing area, and said message relay unit also includes(d) acontrol circuit operating under the control of said computer forcontrolling the operation of said video display device, and (e) computercontroller means connected with the computer and operable by a shopperto generate indicia on said video display device when said graphicsdisplay is visually displayed thereon, such indicia being indicative ofthe location in the marketing area of an item available for purchase andon display therein.
 34. The combination in accord with claim 27whereinsaid visually displayable message bearing signals include asignal with a visually displayable graphics display depicting the floorplan and merchandising displays in said marketing area, and said messagerelay unit also includes(d) computer controller means connected with thecomputer and operable by a shopper when said graphics display isvisually displayed on said video display device to limit the visualdisplay of the depicted marketing area to an area proximate to theshopping cart on which the unit is supported.
 35. The combination inaccord with claim 27 whereinsaid visually displayable message bearingsignals include a signal with a visually displayable graphics displaydepicting the floor plan and merchandising displays in said marketingarea, and said message relay unit also includes (d) a control circuitoperating under the control of said computer for controlling theoperation of said video display device, said control circuit beingcontrolled by said computer, when said graphics display of saidmarketing area is being displayed on said video display device, togenerate indicia that is indicative of the location of the shopping cartin said marketing area.
 36. The combination in accord with claim 27whereinsaid visually displayable message bearing signals include asignal with a visually displayable graphics display depicting the floorplan and merchandising displays in said marketing area, and said messagerelay unit also includes (d) a control circuit operating under thecontrol of said computer for controlling the operation of said videodisplay device, said control circuit being controlled by said computer,when said graphics display of said marketing area is being displayed onsaid video display device, to generate indicia that is indicative of thelocation of the shopping cart in said marketing area, (e) computercontroller means connected with the computer and operable by a shopperto generate indicia on said video display device when said graphicsdisplay is visually displayed thereon, such indicia being indicative ofthe location in the marketing area of an item available for purchase andon display therein, and (f) computer controller means connected with thecomputer and selectively operable by a shopper, when said graphicsdisplay is visually displayed on said video display device, to limit thevisual display of the depicted marketing area to an area proximate tothe shopping cart on which the unit is supported.
 37. The combination inaccord with claim 27 whereinsaid visually displayable message bearingsignals includea first signal with a visually displayable list of itemsthat are available for purchase and on display in the marketing area anda second signal with a visually displayable graphics display depictingthe floor plan and merchandising displays in said marketing area, saidlist has portions which are separately displayable on said video displaydevice, said first signal also includes visually displayable indiciawhich are associated and visually displayable with the respective itemson said list and which are indicative of the locations thereof in themarketing area, and said computer has a memory; said message relay unitalso includes(d) a control circuit operating under the control of saidcomputer for controlling the operation of said video display device,said control circuit being controllable by said computer, when a listportion is being displayed on said device, to thereon generate an itemdenoting indicia on said display device which denotes an item on thelist portion being visually displayed thereon, (e) computer controllermeans connected with the computer and operable by a shopper to changethe portion of the list of items being visually displayed on said videodisplay device, (f) computer controller means connected with thecomputer and operable by a shopper to move said item denoting indicia toa selected item on a list portion being visually displayed on said videodisplay device, and (g) computer controller means connected with thecomputer and operable by a shopper, when the item denoting indiciadenotes an item on a visually displayed list portion, to record thedenoted item in said memory of said computer; said control circuit beingcontrolled by said computer, when said graphics display of saidmarketing area is being displayed on said video display device, togenerate indicia that is indicative of the location of the shopping cartin said marketing area, and said message relay unit also includes(h)computer controller means connected with the computer and selectivelyoperable by a shopper, when said graphics display is visually displayedon said video display device, to limit the visual display of thedepicted marketing area to an area proximate to the shopping cart onwhich the unit is supported.
 38. A method of guiding a shopper about amarketing area when the shopper is provided a shopping cart fortransporting items that have been selected for purchase comprising(a)maintaining a computer controlled video display device on and moveablewith said shopping cart, (b) generating a list of items which areavailable for purchase and on display in the marketing area on saidvideo display device, and (c) generating indicia on said video displaydevice which are associated with respective items on said list andindicative of the locations thereof in the marketing area.
 39. A methodin accord with claim 38 whereinsaid list of items comprises a pluralityof separately viewable pages that contain respective portions of saidlist of items, and the generating of said list of items on said videodisplay device comprises the separate generating of the respectiveportions of the list on the video display device.
 40. A method ofguiding a shopper about a marketing area when the shopper is provided ashopping cart for transporting items that have been selected forpurchase comprising(a) maintaining a computer controlled video displaydevice on and moveable with said shopping cart, (b) generating a list ofitems which are available for purchase and on display in the marketingarea on said video display device, (c) generating indicia on said videodisplay device which are associated with respective items on said listand indicative of the locations thereof in the marketing area, and (d)generating a graphics display on said video display device which depictsthe floor plan and layout of the merchandise display facilities in themarketing area.
 41. A method in accord with claim 40 whereinthegenerating of said indicia on said video display device transpires whilesaid graphics display is being generated thereon.
 42. A method in accordwith claim 40 whereinthe generating of said indicia on said videodisplay device transpires while said list of items is being generatedthereon.
 43. A method of guiding a shopper about a marketing area whenthe shopper is provided a shopping cart for transporting items that havebeen selected for purchase comprising(a) maintaining a computercontrolled video display device on and moveable with the shopping cart,(b) generating a list of items on said video display device which areavailable for purchase and on display in the marketing area, (c)generating a first set of indicia on said video display device whilesaid list of items is being generated thereon, the indicia of said firstset being associated with the respective items on said list andindicative of the locations thereof in the marketing area, (d)generating a graphics display on said video display device which depictsthe floor plan and layout of the merchandising display facilities in themarketing area, (e) generating a second set of indicia on said videodisplay device while said graphics display is being generated thereon,the indicia of said second set being associated with respective items onsaid list and so generated on the video display device with respect tothe merchandising display facilities depicted thereon as to indicate thelocations in the marketing area of the items associated therewith.
 44. Amethod in accord with claim 43 further comprising(f) generating anindicia on said video display device while generating said graphicsdisplay of said marketing area thereon and at such a position withrespect to the floor plan and layout of the merchandise displayfacilities depicted thereby as to thereon indicate the relative locationof the shopping cart in said marketing area.
 45. A method of guiding ashopper about a marketing area when the shopper is provided a shoppingcart for transporting items that have been selected for purchasecomprising(a) maintaining a computer controlled video display device onand moveable with the shopping cart, (b) generating a graphics displayon said video display device which depicts the floor plan and layout ofthe merchandise display facilities in said marketing area, (c)generating an indicia on said video display device while generating saidgraphics display of said marketing area thereon and at such a positionwith respect to the floor plan and layout of the merchandise displayfacilities depicted thereon as to thereby indicate the relative locationof the shopping cart in said marketing area.
 46. A method in accord withclaim 45 further comprising:(d) generating indicia on said video displaydevice while generating said graphics display thereon, such indiciabeing associated with respective items that are available for purchaseand on display in said marketing area and being so generated on saidvideo display device with respect to the merchandise display facilitiesdepicted thereon as to indicate the relative locations in the marketingarea of the items associated therewith.
 47. A method of guiding ashopper about a marketing area when the shopper is provided a shoppingcart for transporting items that have been selected for purchasecomprising(a) maintaining a computer controlled video display device onand moveable with the shopping cart, (b) generating a graphics displayon said video display device which depicts the floor plan and layout ofthe merchandise display facilities in a portion of said marketing area,(c) generating indicia on said video display device while generatingsaid graphics display thereon, said indicia being associated withrespective items that are available for purchase and on display in saidportion and being so generated on said video display device with respectto the merchandise display facilities depicted thereon as to indicatethe relative location of the items associated therewith in said portion.48. A method in accord with claim 47 further comprising(d) generatingindicia on said video display device while generating said graphicsdisplay of said portion and at such a position on said video displaydevice with respect to the floor plan and layout of the merchandisedisplay facilities depicted thereon as to thereby indicate the relativelocation of the shopping cart in said portion.
 49. A method in accordwith claim 47 further comprising(d) generating indicia on said videodisplay device while generating said graphics display of said portionthereon and at such a position on said video display device with respectto the floor plan and layout of the merchandise display facilitiesdepicted thereon as to thereby indicate the relative location of theshopping cart in said portion, and (e) generating a list of items onsaid video display device which are on display and available forpurchase in the marketing area.
 50. A method in accord with claim 47further comprising:(d) generating indicia on said video display devicewhile generating said graphics display of said portion thereon and atsuch a position on said video display device with respect to the floorplan and layout of the merchandise display facilities depicted thereonas to thereby indicate the relative location of the shopping cart insaid portion, (e) generating a list of items on said video displaydevice which are on display and available for purchase in the marketingarea, and (f) generating a set of indicia on said video display devicewhile said list of items is being generated thereon, the indicia of saidset being associated with respective items on said list and indicativeof the relative locations thereof in said marketing area.
 51. A methodof delivering an advertising message to a shopper within a marketingarea when the shopper is provided a shopping cart for carrying itemswhich have been selected for purchase comprising(a) supporting a messagerelay unit on the shopping cart and moving the unit about the marketingarea therewith, said unit having a video display device, (b) generatingand passing a signal bearing an advertising message with a video pictureof an item that is selectable for purchase in the marketing area to themarketing area, (c) receiving the signal within the marketing area anddelivering the advertising message to the video display device fortransmission of the video picture of the item as a visual displaythereon, and (d) controlling the operation of said video display devicewith a computer.
 52. A method of delivering an advertising message to ashopper within a predetermined zone in a marketing area when the shopperis provided a shopping cart for carrying items which have been selectedfor purchase comprising(a) supporting a message relay unit on theshopping cart and moving the unit about the marketing area therewith,said unit having a video display device, (b) passing a signal bearing anadvertising message with a video picture of an item that is selectablefor purchase in the zone into said zone, (c) detecting the signal withinsaid zone and delivering the advertising message to the video displaydevice for transmission of the video picture of the item as a visualdisplay thereon, and (d) controlling the operation of said video displaydevice with a computer.
 53. A method in accord with claim 52 furthercomprising(e) generating the signal bearing the advertising message at alocation remote from said zone.
 54. A method in accord with claim 52further comprising(e) generating the signal bearing the advertisingmessage that is passed into said zone at a location remote from saidzone and as a light signal bearing said advertising message, and (f)transforming the detected light signal to an electronic signal beforedelivering the advertising message to the video display device.
 55. Amethod in accord with claim 52 wherein the method further comprises(e)generating the signal bearing the advertising message that is passedinto said zone at a location remote from said zone and as a light signalbearing said advertising message, (f) transforming the detected lightsignal to an electronic signal before delivering the advertising messageto the video display device, and (g) storing the advertising messagebearing signal during the time interval between its transformation tosaid electronic signal and the delivery of the advertising message tosaid video display device.
 56. The combination of:a shopping cart forcarrying items selected for purchase in a marketing area, a messagerelay unit supported by and moveable about the marketing area with saidshopping cart, and means for generating and delivering message bearingsignals to the message relay unit that include visually displayablemessage bearing signals with video pictures of items that are selectablefor purchase in the marketing area, said means includinga computer forcontrolling the generation of said message bearing signals, said messagerelay unit including(a) a message transmission system for transmittingmessages that are borne by message bearing signals received by the unit,and (b) a signal receiver system connected with the message transmissionsystem for receiving signals delivered to the unit.
 57. The combinationin accord with claim 56 whereinthe message bearing signals of thegenerating and delivering means include audio message bearing signals,and said message transmission system includes(1) an audio transmitterfor transmitting audio messages borne by audio message bearing signalsreceived by the unit.
 58. The combination in accord with claim 56wherein the message bearing signals of the generating and deliveringmeans include audio message bearing signals, andsaid messagetransmission system includes(1) an audio transmitter for the soundtransmission of audio messages borne by audio message bearing signalsreceived by the unit, and (2) a video display device for visuallydisplaying the video pictures of items purchasable in the marketing areaand borne by visually displayable message bearing signals received bythe unit.
 59. The combination in accord with claim 56 whereinthe messagebearing signals of the generating and delivering means includes audiomessage bearing signals, and said message transmission systemincludes(1) an audio transmitter for the sound transmission of audiomessages borne by audio message bearing signals received by the unit,and said unit also includes(c) storage means connected with the messagetransmission means for storing audio message signals received by saidreceiver system.
 60. The combination in accord with claim 56 whereinthemessage bearing signals of the generating and delivering means includeaudio message bearing signals, said message transmission systemincludes(1) an audio transmitter for the sound transmission of audiomessages borne by audio message bearing signals received by the unit,and said unit also includes(c) a computer operating under the control ofthe signals generation controlling computer of said means forcontrolling the operation of the message transmission system, (d)storage means operating under the control of the transmission systemcontrolling computer and connected with the message transmission meansfor storing audio message signals received by said receiver system. 61.The combination of:a shopping cart for carrying items selected forpurchase in a marketing area having a nestable basket and a handlelocated generally above said basket, a message relay unit that ismounted on said handle, and means for generating and delivering messagebearing signals to the message relay unit that include visuallydisplayable video pictures of items that are selectable for purchase inthe marketing area, said means includinga first computer for controllingthe generation of said message bearing signals; said message relay unitincluding(a) a message transmission system for transmitting messagesthat are borne by message bearing signals received by the unit, (b) asecond computer connected with the transmission system and operatingunder the control of the first computer for controlling the operation ofthe transmission system and (c) a signal receiver system connected withthe second computer for receiving signals delivered to the unit.
 62. Amethod of delivering an advertising message to a shopper within amarketing area when the shopper is provided a shopping cart for carryingitems which have been selected for purchase comprising(a) supporting amessage relay unit on the shopping cart for movement about the marketingarea therewith, said unit having message transmission system, (b)passing a signal bearing the advertising message into the marketingarea, (c) receiving the signal within the marketing area and deliveringthe advertising message to said transmission system for the transmissionof the advertising message thereby, and (d) controlling the operation ofsaid transmission system with a computer.
 63. A method of delivering anaudio advertising message to a shopper within a predetermined zone in amarketing area when the shopper is provided a shopping cart for carryingitems which have been selected for purchase comprising(a) supporting amessage relay unit on the shopping cart for movement about the marketingarea therewith, said unit having an audio transmission system, (b)passing a signal bearing the audio advertising message into said zone,(c) detecting the signal within said zone and delivering the advertisingmessage to the audio transmission system for the sound transmission ofthe audio message thereby, and (d) controlling the operation of saidaudio transmission system with a computer.
 64. The method in accord withclaim 63 further comprising(e) generating the signal bearing the audioadvertising message at a location remote from said zone.
 65. The methodin accord with claim 63 further comprising(e) generating the signalbearing the audio advertising message at a location remote from saidzone and as a light signal, and (f) transforming the detected lightsignal to an electronic signal before delivering the advertising messageto said audio transmission system.
 66. The method in accord with claim63 further comprising(e) generating the signal bearing the audioadvertising message that is passed into said zone at a location remotefrom said zone and as a light signal, (f) transforming the detectedlight signal to an electronic signal before delivering the audioadvertising message to said audio transmission system, and (g) storingthe signal bearing the audio advertising message during the timeinterval between its transformation to said electronic signal and thedelivery of the advertising message to said audio transmission system.